By Kalena Jordan

When you write web site content and design your pages, do you truly act with your target audience in mind? Or do you think global and act local?

I am amazed at the number of web sites I see that claim to target a global market, yet design and write their content for a regionally-specific audience. Not sure what I mean? Take the site I saw yesterday, for example. I won’t embarrass the site owners by pointing to the specific domain, but let’s just say the site is based in the U.S. and sells high quality gold chains throughout North America, Europe and Australia.

Now the owner of this site was complaining loudly in a webmaster forum that his pay-per-click campaign was having no luck converting sales from overseas visitors, particularly in the UK and Australia. He had spent a long time developing and tweaking a landing page for the campaign and he couldn’t work out why hardly anyone outside the U.S. was buying. I took a look at his landing page and could see the problems straight away:

1) He used the American English spelling “jewelry” throughout the page without considering that persons who use British English spell it “jewellery”.

2) He provided a toll-free phone number for persons in the U.S. to call, but did not provide any contact phone number for persons located outside the U.S.

3) He used the word “national” throughout the page, immediately isolating anyone outside the U.S.

4) He promoted “free shipping throughout the U.S.” but did not specify shipping costs for persons outside the U.S.

The owner of this site had not even considered that persons outside the U.S. might search for keywords in anything other than American English. It didn’t even occur to him that there may be an alternative spelling of his main keyword and he didn’t think about the logistics for purchasers outside his country. No wonder the page wasn’t converting outside the U.S.! He had made the classic mistake of isolating a large chunk of his audience by sending everyone to a one-size-fits-some page.

What he should have done was to create a separate landing page using British English spelling and shipping/contact information applicable to persons overseas. He could then have set up a unique PPC campaign targeting only UK/Australian searchers with regional keywords and ads leading to the British English landing page.

I see similar problems occur quite often in the online travel industry where you not only have to deal with regional spelling options, but also regional jargon. Think about the word “accommodation”. Apart from the fact the word is commonly misspelled, it is used most often in the UK, Australia and New Zealand to describe places to stay while traveling. In the U.S., the words “accommodations” and “lodging” are more commonly used. Same goes for “holiday” and “vacation”, with the latter being more common in the U.S. The word “traveling” itself is spelled “travelling” in British English! So you can imagine the minefield of problems webmasters must face promoting their travel sites online to a worldwide audience.

I don’t mean to single out a particular country, but Americans seem to find it especially difficult to step outside their regional mindset. I am always receiving emails from the U.S. with helpful suggestions for fixing my “spelling mistakes”.

The funniest email exchange I ever had in relation to this was from an American web designer. She had seen our Australian-based web site (with a .com.au domain) and emailed me to tell me it was “full of errors” and that if I wanted to present a professional business to site visitors, I should correct them. So condescending! I asked her to elaborate and she pointed me to these words she felt were spelled incorrectly:

optimisation
counselling
organised
enrolment
colour
catalogue
favourite
centre

Resisting the urge to use a few offensive words I’m sure she would recognize, I tactfully explained that our site was only targeting the Australian market and that we use British English spelling in Australia. Her response? Perhaps if we wanted to be taken seriously by an international audience, we should consider using the “more proper” American English. Flabbergasted, I pointed out the fact that American English was a derivative of British English and was not widely used outside her own country. Wikipedia has more about the differences between the two here. And let’s not forget that although it is the most common language used on the web, English is used by less than 30 percent of the world’s total Internet users.

The point of this story is that you absolutely have to think outside your market if you are going to advertise on the web. As ignorant as she was, my email friend did make me realize that many of her compatriots might also think our site was full of errors. American English is more common on the web and I’ve since learned to cater to that trend. I try to remember that in all writing I do for the web now, whether it’s in my daily blog, the syndicated articles I write regularly or web page content.

Whenever you design or write for a web site that has an international audience, make sure you address each market. It pays to undertake detailed keyword research into your markets you are targeting so you can capture the correct regional jargon and spelling that people are searching for. Remember it’s not enough to think global, you’ve got to act global too.

————————————————————

About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College - an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.

Microsoft has released a alpha version of their Silverlight Addin for Visual Studio “Orcas” (beta1). As someone who isn’t on the “bleeding edge” of the latest web technologies, I like to see how they do after the hype has worn off before trying them out, I don’t know what Microsoft plans for this Addin in regards to price.

Best case scenario for developers is that Microsoft releases this Addin for free and also for the free Express editions of Visual Studio. This would be the best scenario if Microsoft wants to quickly gain some ground on Flash, which charges for it’s development environment.

I gave up years ago trying to understand some of the, seemingly foolish, business and PR decisions Microsoft has made over the years, so nobody really knows for sure how this will turn out, unless of course it is in the release notes I was too lazy to read.

Cheers

By: Andrew Gates

The graphics card is a vital performance component of your computer, particularly if you play 3D games, or work with graphics and video content. The graphics card sits in an expansion card slot in your PC and it is specifically designed to process image data and output it to your monitor, enabling you to see it. A graphics card works by calculating how images appear, particularly 3D images, and renders them to the screen. 3D images and video images take a lot of processing capacity, and many graphics processors are complex, require fans to cool them and need direct power supply. The graphics card consists of a graphics processor, a memory chip for graphics operations, and a RAMDAC for display output. It may also include video capture, TV output and SLI and other functions.

Graphics Cards

What are your needs?

The first decision you need to make is whether you need a graphics card for handling 3D images or whether you are simply requiring 2D image rendering. For 2D requirements, you need only a low-cost solution. In many cases, an integrated graphics solution will suffice for 2D applications.

However with 3D graphics, the performance of the graphics card will impact directly on the frame rate and image quality of 3D programs and games. The differences between the low and high-end cards can be substantial, both in cost and performance.

Rendering 3D graphics is like lighting a stage, both the geometry of the shapes in question and the lighting of it need to be taken into account. The geometry of an image calculates the parts of an object that can and can’t be seen, the position of the eye and its perspective. The lighting is a calculation of the direction of the light sources, their intensities and the respective shadows that occur. The second part to presenting a 3D image is the rendering of colours and textures to the surfaces of the objects, and modifying them according to light and other factors.

Most modern graphics cards include a small microchip called the Graphics Processing Unit (GPU), which are provide the algorithms and memory to process complex images. They reduce the workload of the main CPU, and provide faster processing. Different graphics cards have different capabilities in terms of processing power. They can render and refresh images up to 60 or more times per second, calculate shadows quickly, create image depth by rendering distant objects at low resolution, modify surface textures fluidly and eliminate pixelation.

What Specifications to Consider

Processor clock speed

This impacts on the rendering capability of the GRU. The clock speed itself is not the critical factor. Rather it is the per-clock performance of the graphics processor, which is indicated by the number of pixels it can process per clock cycle.

Memory size

This is the memory capacity that is used exclusively for graphics operations, and can be as much as 512MB. The more demanding your graphics applications are, the better you will be served with more memory on your graphics card.

16-32M
64M
128M
256M
512M
640M and more

Memory bandwidth

One thing that can slow down 3D graphics performance is the speed at which the computer delivers information to the graphics processor. A higher bandwidth means a faster data transfer, resulting in faster rendering speeds.

Shader model

DirectX Shader Models allows developers control over the appearance of an image as it is rendered on screen, introducing visual effects like multi-layered shadows, reflection and fog.

Fill rate

This is the speed at an image can be rendered or “painted”. This rate is specified in texels per second, the number of 3D pixels that can be painted per second. A texel is a pixel with depth (3D). The fill rate comes from the combined performance of the clock speed of the processor and the number of pixels it can process per clock cycle, and will tell you how quickly an image can be fully rendered on screen.

Vertices/triangles

Graphics chips don’t work on curves, rather they process flat surfaces. A curve is created by multiple flat planes arranged to look like a curve. 3D objects are created with multiple triangular surfaces, sometimes hundreds or even thousands, tessellated to represent the curves and angles of the real world. 3D artists are concerned with the number of polygons required to form a shape. There are two different types of specification: vertices per second (I.e., angles the triangles), and triangles per second. To compare one measure with the other, you have to take into account the fact that adjacent triangles share vertices.

Anti-aliasing

A technique used to smooth images by reducing the jagged stepping effect caused by diagonal lines and square pixels. Different levels of anti-aliasing have different effects on performance.

RAMDAC

The Random Access Memory Digital to Analogue Converter takes the image data and converts it to a format that your screen can use. A faster RAMDAC means that the graphics card can support higher output resolutions. Some cards have multiple RAMDACs allowing that card to support multiple displays.

TV-out

Some graphics cards provide the option to connect a television via either a composite (RCA) or S-Video connector. TV Out

S-video Out
S-video In and S-video Out (VIVO)
YPbPr Connection for HDTV

DVI

Some graphics cards include a connector for DVI monitors, handy because a lot of LCD screens support DVI. DVI offers better image quality than the standard VGA connector.

Dual-head

Dual-head is a term used when two monitors are used side by side, stretching your desktop across both.

SLI (Scalable Link Interface.)

With SLI you can couple two graphics cards in your computer, enabling each card to take half the rendering thereby doubling the performance.

When considering your graphics card, it pays to think about how much you need your computer to process your graphics output. Using a high end graphics card with a high pixels per clock rating, large memory, fast processor and other features means that you can run the latest games efficiently, or work in intensive graphics development.

Different Models

While there are many vendors of graphics cards, there are actually only two major manufacturers of chips for graphics cards. Nearly every graphics card on the market features a chip manufactured by either ATI or Nvidia. Cards using the same graphics chip will perform roughly the same as each other. However, even though they use the same chip, some feature slightly higher clock speeds, as well as manufacturer guaranteed overclocking-an even higher clock speed than that specified. Other factors that will influence your decision should include the amount of memory a card has (128MB, 256MB, 512MB) and its additional features, such as TV-Out and dual-screen support.

Roberto Sedycias

Since it became commercially available back in the early eighties, notebooks called the attention of computer users because of its small size and portability. Not much of a commercial success back then, it only took a short time before the computer industry improved this item, up to a point that is now considered to be one of the best selling computer consumer products.

For one who intends to buy a budget notebook, he may have some difficulties in picking the right one, since there are several notebook manufactures offering so many models. Budget notebooks are in a class by itself with basic features but capable of delivering full solutions for computer related tasks.

For an easy guide to budget notebooks, check the following major manufactures:

SONY
Sony VAIO notebooks are fashioned products targeted to consumers who demand flexibility and power without compromise. It is expected to find features such as 15.4“ WXGA, duo core processor and 100 gb hard disk. Although not the cheapest of budget notebooks, it compensates the higher price by offering more technological features.

Most common features one can expect from Sony budget notebooks: 1 - Intel Core Duo Processor T2250 1.72 Ghz; 2 - Windows Vista; 3 - 1 gb DDR2 ram; 4 - Widescreen XGA display type; 5 - Intel graphics media accelerator 950; 6 - 100 gb SATA hard disk 5400 rpm; 7 - CD-RW/DVD rom; 8 - wireless lan 802.11 a/b/g; 9 - Modem and Lan port 10/100; 10 - USB connectivity; 11 - It weighs around 6.5 pounds; 12 - Lithium ion battery up to 5.5 hours; 13 - One year limited warranty. Price starts from U$ 929.00 and up according with optional accessories.

DELL
With features such as 15.4“ WXGA, duo core processor and ATI Radeon Xpress graphics, Dell budget notebooks offer a flexible combination of power, mobile productivity and entertainment at a good price.

Most common features one can expect out of these notebooks are: 1 - AMD Turion 62 X2 1.8 ghz/1mb cache processor; 2 - Windows Vista; 3 - 512 mb ram; 4 - Widescreen XGA display type; 5 - ATI Radeon Xpress 256 mb video graphics chipset; 6 - Up to 80 gb hard disk; 7 - CD-RW/DVD rom; 8 - It weighs around 6 pounds; 9 - 9-cell lithium ion battery; 10 - One year limited warranty. Price starts from U$ 549.00 and up according with optional accessories.

TOSHIBA
All Toshiba budget notebooks feature an 15.4“ diagonal WXGA display, DVD optical drive which reads and writes up to 11 formats, high speed wireless lan (802.11 b/g) for easy connection in networks.

Most common features one can expect out of these notebooks are: 1 - Intel Celeron processor with 1+ Ghz; 2 - Windows Vista; 3 - 512 mb ram; 4 - Widescreen XGA display type; 5 - Radeon Xpress 200M video graphics chipset; 6 - 60 gb hard disk; 7 - CD-RW/DVD rom; 8 - wireless lan but no Bluetooth connectivity; 9 - Modem and Lan port 10/100 mbps; 10 - USB and firewire connectivity; 11 - It weighs around 5 pounds; 12 - 4-cell lithium ion battery; 13 - Tv-out s-video; 14 - One year parts and labor warranty. Price starts from U$ 599.00 and up according with optional accessories.

HP
HP Budget notebooks with features such as 15.4“ display screen, AMD Sempron 3500+ and a sophisticated black resin finish, offer an attractive mix of style, mobility and performance.

Expected features one can find in this HP notebook category: 1 - AMD Sempron 3500+; 2 - Windows Vista; 3 - 15.4“ WXGA Widescreen; 3 - 512 mb ddr2; 4 - CD-RW/DVD rom; 4 - Wireless connectivity 802.11b/g wlan; 5 - It weighs around 7 pounds; 6 - Nvidia video graphics chipset with 256 mb; 7 - 6-cell lithium ion battery; 8 - USB, lan and modem port; 9 - Integrated stereo speakers; 10 - 60 gb SATA hard disk; 11 - Tv-out s-video; 12 - One year warranty in parts and labor. Price starts from U$ 569.00 and up according with optional accessories.

A while ago portable electronics devices were a luxury at an expensive price. Nowadays it became an affordable must have kind of product for lots of people. Notebooks are in this category for sure! And basic notebooks are the best option for those who are in a tight budget. So, if portability is a must for your personal or professional computer related tasks, waste no more time. Get yourself a budget notebook!

By: Roberto Sedycias

If internet made the world a global village, then we might as well say that notebooks made it a global colony. With desktops, things were a click away from us; notebook shorted the distance. Now we can carry the global colony on our shoulder. High-end technology at your lap, perhaps, we need nothing to conquer the world of convergence.

The great advantage of notebooks is that it gives us a sense of portability and mobility. Looking critically, portability is the only feature, a notebook has over desktops then why do we choose to go for a notebook? Notebooks can let you carry your work conveniently and you do not have to worry about all the wires, hardware and space required to keep a desktop. Also it’s a matter of choice between work and home. You may want to work from home, when your baby or wife is ill. A notebook comes in handy then.

A notebook has a different role to play for different people, but it gives an incredible sense of freedom. Gone are the days when people walked around with pen and paper. All you need to do today to make notes it to buy a notebook. You may want to quickly write a email to a radio station, which is making noise in the name of music. You may want to sit in your neighborhood coffee shop and write a book or letter. But if you want to carry your notebook everywhere you go, you have to consider the weight of the machine too. A notebook weighs between 5 to 10 pounds; an ultralight model is even lighter. Whereas, a desktop computer, with its standalone CPU, monitor, and keyboard, weighs in at about 70 pounds. A notebook takes much lesser space too and is very convenient.

Some of the most famous notebooks are Sony Vaio, Apple MacBook, Dell Latitude, Toshiba, HP. Also there are many affordable versions of notebooks marketed by companies like Fujitsu, Panasonic, IBM, Asus and etc.

Let’s look at a scenario where at a school, students are quietly seated at their desks and working on a class assignment with no teachers to guide them. It’s real, and is happening in many schools around us. Now, we don’t have to mourn looking at our tiny ones carrying pounds of baggage in their backs. Notebook has it all, from their books to assignment copies.

When we look at the productive side of the picture, we would promptly realize that a notebook is always a wise choice for an employer too. It makes his or her employees to achieve more productivity at work. It saves critical office space. At any crucial moment, a notebook can help you to do the work, even when you are not physically present in the office. When the traffic is high, and your boss is waiting for presentation in a conference room, a notebook comes to the rescue. A desktop PC does not give all this freedom for a good worker.

A research says that employees with notebooks work more than those companies with desktop PCs. A notebook enables you to work from anywhere, while traveling, from a beauty parlor, or while waiting for someone at a shopping mall. And the only disadvantage a notebook has is its safety, unless you doubly assure it from theft. It’s easy to pick and elope for anyone at a busy commercial place. So, ensure the safety of your costly gadget that makes you feel the world is at your feet and enjoy the power of technology.

As a .Net Programmer I enjoy using String.Format frequently when working with strings, particularly in SQL statements. Now I don’t work with SQL in JavaScript but there are still plenty of times that I wish I could just whip out my handy dandy String.Format but sadly JavaScript does support this function…what’s that you say?…it does now?

I decided enough was enough and I extended the String object to include my beloved String.Format.

String.js

function _StringFormatInline()
{
	var txt = this;
	for(var i=0;i<arguments.length;i++)
	{
		var exp = new RegExp('\\{' + (i) + '\\}','gm');
		txt = txt.replace(exp,arguments[i]);
	}
	return txt;
}

function _StringFormatStatic()
{
	for(var i=1;i<arguments.length;i++)
	{
		var exp = new RegExp('\\{' + (i-1) + '\\}','gm');
		arguments[0] = arguments[0].replace(exp,arguments[i]);
	}
	return arguments[0];
}

if(!String.prototype.format)
{
	String.prototype.format = _StringFormatInline;
}

if(!String.format)
{
	String.format = _StringFormatStatic;
}

I have given this feature 2 flavors; inline and static. For all you C#ers you know what a static method is, and inline, well I’ll just show you. Now you can do either of these:

Static

var str = String.format("This is a {0} string using the {1} method.","formatted","static");

Inline

var str = "This is a {0} string using the {1} method.".format("formatted","inline");

And a nice little sample page would go like this.

<html>
<head>
	<title>String Extend</title>
	<script src="String.js"></script>
	<script>

		var str = String.format("This is {0} story about {0} {1}.","my","dog");
		var str2 = "I have 2 friends, {0} and {1}.".format("Doug","Jane");
		alert(str + "\n\n" + str2);

	</script>
</head>
<body>
</body>
</html>

Enjoy!

This deserves as much exposure as possible. this exact situation happened to me. IIS died while I was working away. Thankfully this post was just the ticket to raise it from the dead!

The IIS Admin Service service terminated with service-specific error 2149648394 (0×8021080A).

IIS Admin Service goes away after restoring a VHD / VPC Server

I recently had the unexpected pleasure of losing my IIS Admin server - altogether!!! Translate - 150% !!!

Now, before this - everything was going great - except. During an upgrade of MOSS (Microsoft Office SharePoint Server) I encounted an issue that forced me to restore a VPC image - essentially bringing over another copy of the VHD and firing the server back up.

Interstingly, during that reboot - which for all intents should have gone fine - I see a hoard of DSKCHK processes running. Invariably, something got out of wack on the NTFS volumn between my shutting the image down and bringing it back up. During the ‘fixing’ process - a number of files invaribly can become corrupt - and the Metabase.xml - the blood-life of your IIS Admin service - is no exception. SO

Check in C:\Windows\System32\Inetsrv and you’ll find a ‘History’ folder. Within here - hopefully - you’ll find fairly recent backups of the Metabase.XML and MBSchema.XML objects. Before doing the following - be sure to backup the existing Metabase.xml and MBSchema.xml from C:\Windows\System32\Inetsrv first.

Now, rename a recent backup from the ‘History’ folder - renaming a recently Metabase.XML object, and then a recent MBSchema.XML object. Copy / Paste each of these to the C:\Windows\System32\Inetsrv.

Ahh, not quite done.

Now do a IISRESET from a command prompt.

Hopefully this will get you back to where you need to be.

There are many things that irritate me about Internet Explorer like poor CSS support and the differences JScript brings to the table and the bugs that go along with that (memory leaks, etc, etc) but recently I found yet another reason to loath developing applications for IE. HTMLElement. Mozilla and Opera have given us the ability to prototype this object which greatly simplifies extending the document object model (DOM) however IE (also Safari) decided to keep this object hidden and untouchable. Why? Good question! Who knows what goes on in the minds of these “brilliant” programmers or, probably, more fairly, the project managers that oversee the development.

Anyways, compaining and speculation aside, I have come up with a method to work around these short comings and provide a way to extend the DOM. Enjoy!

JavaScript

var DOMElement =
{
	extend: function(name,fn)
	{
		if(!document.all)
			eval("HTMLElement.prototype." + name + " = fn");
		else
		{
			//
			//	IE doesn't allow access to HTMLElement
			//	so we need to override
			//	*document.createElement
			//	*document.getElementById
			//	*document.getElementsByTagName
			//

			//take a copy of
			//document.createElement
			var _createElement = document.createElement;

			//override document.createElement
			document.createElement = function(tag)
			{
				var _elem = _createElement(tag);
				eval("_elem." + name + " = fn");
				return _elem;
			}

			//take copy of
			//document.getElementById
			var _getElementById = document.getElementById;

			//override document.getElementById
			document.getElementById = function(id)
			{
				var _elem = _getElementById(id);
				eval("_elem." + name + " = fn");
				return _elem;
			}

			//take copy of
			//document.getElementsByTagName
			var _getElementsByTagName = document.getElementsByTagName;

			//override document.getElementsByTagName
			document.getElementsByTagName = function(tag)
			{
				var _arr = _getElementsByTagName(tag);
				for(var _elem=0;_elem<_arr.length;_elem++)
					eval("_arr[_elem]." + name + " = fn");
				return _arr;
			}
		}
	}
};

HTML

<html>
<head>
	<script type="text/javascript" src="DOMElement.js"></script>
	<script type="text/javascript">

		DOMElement.extend("foo",function(){alert('bar')});
		DOMElement.extend("about","DOMElement v0.1")
		DOMElement.extend("contents",function(){return this.innerHTML})
		var elem = document.createElement("div");
		elem.foo();

		onload = function()
		{
			var elem2 = document.getElementById("myDiv");
			alert(elem2.about);

			var divs = document.getElementsByTagName("div");
			for(var i=0;i<divs.length;i++)
				alert(divs[i].contents())
		}

	</script>
</head>
<body>

	<div id="myDiv">hi</div>
	<div id="div2">there</div>

</body>
</html>

By Kalena Jordan

Google AdSense is fast becoming the preferred way for people to earn an income online. Forget eBay and multiple affiliate programs - Whether you are a work-at-home mom trying to make a little extra cash or an Internet entrepreneur with hundreds of monetized websites, AdSense is truly the easiest way to earn money.

Simply sign up for a free account, grab your ad code and paste it in your site. But here’s the amazing thing - no matter how much money AdSense is making for you right now, a few simple tweaks can increase that amount considerably. And I should know, after learning about these tricks, I more than doubled my AdSense commissions!

The self-proclaimed AdSense gurus and experts are sharing this insider knowledge, for a fee. You can learn all these secrets from them, as long as you buy their e-book, sign up for their seminar or purchase their newsletter. But I’m going to share all their AdSense tricks for free. Here they are:

1) Color code your ads to match your web site palette *exactly*. Don’t use frames around your ads. Instead, in the AdSense code generation interface, make sure you choose the same color as your page background for the ad frame and the ad background.

When choosing the ad heading colors, match them to the *exact* color of your page headings. Use the exact same ad background shade as your page background. Use the exact same ad text font and color as the text on your pages. You can see an example of this color-matching on my search engine advice blog - notice the 4 link ad unit and skyscraper text ad unit on the left hand side under the headings Ads by Google as you scroll down the page? The link and text colors are identical to the color palette used throughout the rest of the page.

Near enough is NOT good enough. If you can’t quite get the color matching right, use Google’s built in color palette together with the RGB to HEX or vice versa color converter on this page. That handy little tool was a life saver for me.

This is probably the one single tweak that made the most difference to my commission levels.

2) Try not to use the traditional horizontal banner style or leaderboard image ads because people are blind to them.

3) Use Google’s own AdSense optimization tips and visual heat map to assist you in deciding where on your page to place your AdSense ad code.

4) Research competitive keywords using a keyword research tool such as Keyword Discovery or grab a list of the most popular keywords from various sources and use them in your web site pages where relevant. This article is a good source of frequently searched keywords. Targeting popular keywords should trigger AdSense ads on your pages that utilize those keywords. The more popular the keyword or phrase, the higher AdWords advertisers are generally willing to pay per click for it so the higher your commission on those clicks.

5) Incorporate the AdSense code into your page so that the ads look like a regular part of your site. You can see an example of this on the Internet Dating Stories site where link ads are incorporated within the regular left hand navigation of the site under the heading “Sponsor Links”.

6) Use Google’s new 4 and 5 link ad units wherever possible. They seem to have a much higher Click Through Rate (CTR) than regular ad styles. You can view all the AdSense ad formats here.

7) Place images next to your ads to attract the eyes. You can see this in place on the search engine article library page at the bottom where 3 images draw your attention to the bottom of the page. But be careful here - the use of arrows or symbols enticing viewers to click are NOT allowed by Google and publishers may NOT label the Google ads with text other than “sponsored links” or “advertisements”.

Use the full allowance of multiple AdSense ads on each of your pages - 3 regular AdSense ads, plus 1 link unit. Use careful placement of these ads so they blend into your site and don’t distract from your content. Clever use of this allowance can be seen on this page about bad Internet dating stories where you see:

- 1 horizontal 4 link ad unit towards the top of the page under the first paragraph
- 1 vertical skyscraper text ad unit about halfway down the left hand side under “Sponsor Links”
- 1 vertical skyscraper image ad unit down the left hand side under “Sponsor Links”
- 1 horizontal text banner unit at the bottom of the page with images above each ad.

You can also include 1 AdSense referral button in addition to the 3 other units.

9) Tailor your page content to a particular niche or focus. Page content that is tailored towards a specific theme is more likely to trigger AdWords ads that closely match the content and are therefore more likely to interest your visitors and inspire them to click. Don’t create pages merely for the sake of placing AdSense ads. Visitors (and search engines) can see through this ruse in an instant.

10) Use custom Ad Channels for each of your ad placements, for example, “Top 5 Link Unit Blue Palette” or “Left Side Navigation Image Skyscraper” etc. Tweak, track and measure the success of each of these custom channels so you know what gives you the highest CTR. Some ad formats and colors will work better than others, but you won’t know which until you test, test and test some more!

————————————————–
The above article may be re-published as long as the following paragraph is included at the end of the article and as long as you link to the URL mentioned below:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business, Kalena manages Search Engine College, an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and Search Engine Marketing subjects.

By Kalena Jordan

With the increasing uptake of social media sites such as Digg, Technorati, Slashdot, YouTube and MySpace, together with community bookmarking sites like Del.icio.us, Reddit and Ma.gnolia, companies the world over can reach their target markets via a whole new channel.

Social networking is like viral marketing on steroids. Companies can release a new product in the morning and have it talked about by millions of users on thousands of sites by the afternoon.

The good news is that social media is user driven. The bad news is that social media is user driven. Yes, there’s the rub. Users are fickle creatures - they can love a product one minute and then drop it like a lead balloon the next, depending on their experience with the product, a rumor, or whether they have had their morning coffee yet. And if their experience is bad, the noise is generally louder. To protect their reputations it’s not just journalists that companies have to impress these days. It’s anyone with a computer and an Internet connection. Love it or hate it, the user community now has enormous power over the online reputation of a company or brand.

Not surprisingly, businesses and individuals alike clamor for the attention and mostly enjoy the limelight that social media can bring. Others hate the intense scrutiny that often accompanies the popularity. An example is usability blogger Kim Krause Berg’s unpleasant first experience of Digg - I Don’t Digg Being Dugg.

Online communities can even bring a site to its knees. Marketers are calling it the “Digg Effect” or the “Slashdot Effect”. Buzz for a site can cause more than good or bad publicity. As Kim found out, the effect can cause traffic overload sometimes resulting in site downtime and lost business.

Social media can also kill the reputation of a brand instantly. Take the Microsoft Windows Vista Laptop Scandal for instance. No stranger to the benefits of social media, Microsoft had allegedly tried to exploit the power of the blogosphere at the end of last year, by sending a number of A-list bloggers a free Acer Ferrari laptop loaded with the yet-to-be-released Windows Vista and Office 2007.

The pitch was a request for the bloggers to “review” the new Windows software in their influential blogs. Many bloggers did write a review, but some did not disclose their free gift. When this fact was discovered later, the bloggers were hammered by large portions of the blogosphere for what they saw as a clear conflict of interest. Microsoft were tagged both literally and figuratively as bribers and Windows Vista was widely panned with parody tag lines such as “Vista: So Bad We Had to Give it Away”. Not a great start to an online product release.

Another example of the damage that social networking can do to a company’s online reputation is the National Pork Board of America’s recent battle with breastfeeding advocate and well-known blogger Jennifer Laycock. Jennifer was sent a harshly worded letter from the Pork Board’s representing counsel, threatening her with legal action for allegedly stealing their pro-pork slogan “Pork: The Other White Meat” in a pro-breastfeeding t-shirt she had designed that read “The Other White Milk”.

The letter suggested that their case for trademark infringement was probably solid. Unfortunately for the Pork Board, the poorly-worded letter also suggested that they were insensitive to breastfeeding mothers and the plight of starving infants. The Pork Board didn’t count on Jennifer’s influence in the blogosphere and the power of social networking to carry her defiant response to the world. The Pork Board ended up receiving bags of hate mail and thousands of flame emails via their online contact form, forcing them to issue a public apology to Jennifer from the Board’s CEO and a generous donation to the Mother’s Milk Bank of Ohio in order to save face.

To their credit, the Pork Board did the right thing. They also made sure that all persons who complained about their approach to Jennifer received a polite, measured email response from the CEO. As a former PR consultant myself, I tip my hat at them. Having the apology come from the very top is smart. It demonstrates how seriously they took the complaints. The wording of the complainant response is polite and restrained. Addressing each and every complainer personally is impressive. It would’ve been tempting to ignore all the flames and issue some stock standard release.

Their choice of legal team may have been questionable, but the Pork Board’s public relations team mobilized quickly, upgraded to full damage control mode and did a great job of mopping up the PR mess before it spread too far. Social media might have damaged them, but the Pork Board’s reputation was ultimately salvaged by quick thinking and a swift online response.

Such situations underscore the growing importance of online reputation management (ORM) in our Web 2.0, social media-driven world. Companies should be tracking their online reputation on a daily basis to check for negative commentary via social media in order to avert potential PR disasters. Major search marketing players such as Andy Beal recognized the potential growth in ORM a long time ago. But I wonder how many PR/Search Marketing agencies currently offer this service?

With brand reputation increasingly at risk, you can be sure the smart agencies will be adding ORM to their service offerings faster than you can say “Can you Digg it?”

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About the Author:

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College - an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.