Niche Marketing

Tips on building local or topical niche communities. How to find your natural audience and get them engaged in your site. The Long Tail effect is key to understanding how to pull together a niche that didn't exist before. Featured article: How to Market Your Site.

Publicizing your blog via Flickr

June 13, 2007. View Comments  

Integrating the Flickr photo sharing service with your blog is a wonderful way to easily add photos to your site. With a little extra effort you can get Flickr to work for you.

Flickr in your blog

When you want to embed a Flickr-hosted photograph into one of your blog entries, first start by going to the photo's page in Flickr. Click on the "All Sizes" button on top (with the magnifying glass icon), and then pick the size you want for your blog post--small and medium work well for blog entries.

Underneath the resized picture is a box with Flickr's coding (you have to be looking at your own account and be logged in to see this). Simply cut and paste this into your blog entry and the picture will appear there. If you want your text to wrap around the picture you'll want to add a little coding to what Flickr gives you. Somewhere inside the "img" text you need to add wrapping instructions. An easy place is between the text that reads:
height="180" alt="whatever it says"
...now reads:
height="180" align="left" alt="whatever it says"
Change left to right to have your photo align that way.

Your blog in Flickr

Many users don't realize that people sometimes find your Flickr photos and not your blog. Google indexes Flickr nicely and Flickr's own search is popular. In the description of your photos you should add a link back to your own blog. If you have a blog entry concerning that actual picture, link directly back to that entry.

You'll have to hand-write the HTML link for this (sorry, Flickr doesn't have a link button). It should look something like this:

Description of the photo. For more read, <a href="http://www.site.com/blogentry">What I know about Flickr</a>.

Here's a screen shot of the editing screen for this Flickr entry:

Results

That post about my trip to a legendary South Jersey locale is one of the most visited pages on my personal blog. A good bit of it comes from the links in Flickr!

Remember to put a lot of desired keywords into your Flickr title and all link text. Keywords are those phrases that you think people might be searching for.

I am the King of Folksonomy

September 1, 2006. View Comments  
I just relaunched my personal blog a few days ago, moving it from nonviolence.org/martink to quakerranter.org. I plan to write a whole big piece about it in the near future. But my access logs just picked up something amazing.

An important part of the redesign was an automatic keyword generator. Posts were run through a script that automatically pulled out keywords from the text. My 2003 article, Going all the way with Movable Type generated the following tags, which appear as links after the post:

Following the links takes you to similarly-tagged articles. At least that's the conceit. When you follow a tag's link you're simply doing a site search for that keyword. A little htaccess rewrite magic is making the result look like it's a static category page.

"Fine and well" you're thinking, "big deal." Well, here's what's cool. There are 225 entries on the QuakerRanter blog. Google's just gone through and indexed the site and is now claiming it contains 1300 pages. Each tag is being indexed as its own page. Every time I mention any interesting term, it becomes a page that Google indexes and delivers to its searchers.

Which brings us to today's cool piece from the access logs. In December of 2004 a rather innocent post on Quaker Ranter became the center of a mini-whirlwind on the political blogs when it mentioned that I had gotten a call from a CBS News publicist interested in Nonviolence.org. All political blogs get publicity calls from news and opinion think tanks trying to suggest (or plant) stories but no one's supposed to talk about it. I only mentioned it because it was so unusual. One of the blogs denouncing the liberal conspiracy my post revealed was the somewhat slimy Little Green Footballs. After a few weeks the denunciations died down.

But this morning, someone looked up littlegreenfootballs in Google and came to my site. Because of my automatic keyword generator, tags, and static-loooking links, I'm now the number two entry, on two three-year old posts, now relocated to a days old quakerranter.org. Cool.

This mixing and matching of content and rich manipulation of data is sometimes lumped together in the cool bu zzphrase folksonomy. Note that none of what I've done is a tricking of Google. Every tag is really going to a page with that content. These are "natural" and "organic" search results in the lingo of SEO. I'm just presenting my information in multiple formats that appeal that the widest array of audiences.

For what it's worth, I don't think I deserve #2 status for "littlegreenfootballs" and I don't think Google will keep it there for long. It's a bit odd that they have elevated that particular term so high and no others tags seem so stratospheric.

Positive Results:

As of February 2007, Google indexes 3,540 pages on QuakerRanter.org, a blog of only 239 posts. In December 2006 30% of my Google visits were to one of the "tags" page. Reconfiguring the blog in this kind of tag-intensive way has more than doubled search engines visits, again in a very natural and organic way. Adding tags has simply made what I've written more accessible to search engines. Very cool.

Negative Ramifications:

Shortly after installing this new system, my servers started periodically crashing (about once/week). The problem would be multiple MT-Search processes overloading the memory.

My guess is that a search engine spider came along and started indexing all of the tags. Each link initiated a search query in Movable Type. The built-in search for Movable Type is just not able to handle this volume of traffic.

I installed Fast Search to solve the problem (tip of the hat to Al-Muhajabah). It took awhile: Fast Search required a MySQL upgrade at my host. After that I needed to install these plugin fixes. Then it was fine-tuning the htaccess files. It was been more work than I initially expected and the tag results now forward to a funny URL that Google doesn't love as much, e.g.:

  • http://www.quakerranter.org/fastsearch?query=blogs

Hmm...

Marketing and Publicizing Your Site

August 8, 2006. View Comments  


"Build it and they will come" is not a very good web strategy. Instead, think "if I spent $3000 on a website but no visitors came, did I spend $3000?" There are no guarantees that anyone will ever visit a site. But there are ways to make sure they do.

Much of web marketing follows the rules of any other mode of publicity: identify an audience, build a brand, appeal to a lifestyle and keep in touch with your customers and their needs. A sucessful web campaign utilizes print mailings, manufactured buzz, genuine word of mouth and email. Finances can limit the options available but everyone can do something.

One of the most exciting aspects of the internet is that the most popular sites are usually those that have something interesting to offer visitors. The cost of entry to the web is so low that the little guys can compete with giant corporations. A good strategy involves finding a niche and building a community around it. Personality and idiosyncracy are actually competitive advantages!

It would be cruel of me to just drop off a completed website at the end of two months and wash my hands of the project. Many web designers do that, but I'm more interested in building sites that are used. I can work with you on all aspects of publicity, from design to launch and beyond to analyzing visitor patterns to learn how we can serve them better.

Making sites sticky

We don't want someone to visit your site once, click on a few links and then disappear forever. We want to give your visitors reasons to come back frequently, a quality we call "sticky" in web parlance. Is your site a useful reference site? Can we get visitors to sign up for email updates? Is there a community of users around your site?

Making sites search engine friendly

Google. We all want Google to visit our sites. One of the biggest scams out there are the companies that will register your site for only $300 or $500 or $700. The search engines get their competitive advantage by including the whole web and there's no reason you need to pay anyone to get the attention of the big search engines.

The most important way to bring Google to your site is to build it with your audience in mind. What are the keywords you want people to find you with? Your town name? Your business? Some specific quality of your work? I can build the site from the ground up to highlight those phrases. Here too, being a niche player is an advantage.

I know lots of Google tricks. One site of mine started attracting four times the visits after its programmer and I redesigned it for Google My sites are so well indexed that if I often get visitors searching for the oddest things. We can actually tell when visitors come from search engines and we can even tell what they're searching for! Google apparently thinks I know "how to flatten used sod" and am the guy to ask if you wonder "do amish women wear bras" (more fun over in my Little Known Facts page!). I can make sure your important search terms also get noticed by Google and the rest!


The Revolution will be Online

August 6, 1995. View Comments  
This essay was originally written in 1995.

IT'S HARD TO IGNORE the sorry shape of the social change community. The signs of a collapsed movement are everywhere. Organizations are closing, cutting back, laying off staff, and dropping the frequency of their magazines.

On top of this, the basic resources we've depended on are getting scarcer. Paper prices and postage prices are going up. Direct mail solicitations are for many economically-unfeasible now. With every abandoned mailing list, with every discontinued peace fair, we're losing the infrastructure that used to nourish the whole movement.

Here in Philadelphia, the last few years have seen food coops close, peace organizations lay off staff, and the bookstores discontinue their political titles. I've been meeting people only a half-generation younger than I who aren't aware of the basic organizing principles that the movement has built up over the years and who don't know the meanings of Greenham Common or the Clamshell Alliance

Like many of you, I'm not giving up. We can't just abandon our work because it's becoming more difficult. We need to struggle to find creative ways of getting our message out there and communicating with others. What we need is a new media.

The Promise of the Web

The Web's revolution is it's incredibly minimal costs. Fifteen dollars a month gets you a homepage. As an editor at New Society Publishers (1991-1996), I've always had to worry whether we'd lose money on a particular editorial project, and it sometimes seemed a rule of thumb that what excited me wouldn't sell. With the Web, we don't have to worry if an idea isn't popular because we're not putting the same level of resources into each publication.

Never before has publishing been so cheap. Just about anyone can do it. You don't need a particularly fast or fancy computer to put Web pages online. And you don't have to worry about distribution: if someone sets their Web browser to your address, they'll get you "product" instantly.

All the forces pushing movement publishing over the edge of financial insolvency disappear when we go online. Switching to the Web is a matter of keeping our words in print. The Web is the latest invention to open up the distribution of words by birthing new medias. The printing press begat modern book publishing just as the photocopier begat zine culture. The Web can likewise spawn a media where words can flourish with less capital than ever before.

Advertising Each Other

The problem with the Web is not accessibility, but rather being heard above the noise. People generally find your website in two ways. The first is that they see your web address in your newsletter, get on their computers and look you up; this of course only gets you your own people. The second way is through links.

Links take you from one website to another. Webpage designers try to get linked from sites of similar interest to theirs, hoping the readers of the other site will follow the link to their webpage. This bouncing from site to site is called surfing, and it's the main way around the web.

Linking is a very primitive art nowadays. The Nonviolence Web has internal links that actively invite readers to explore the whole NV-Web. Everytime someone comes into the NV-Web through a member group, they will be inticed to stay and discover the other groups. By putting social change groups together in one place, we can have a much-more dynamic cross-referencing. Think of it as the equivalent of trading mailing lists in that we can all share those web surfers who find any one of us.

In the web world as in the real one, cooperation helps us all. If you're an activist group doing work on nonviolent social change then contact us and we'll put your words online. For free. If you have your own website already, then let's talk about how we can crosslink you with other groups working on nonviolent social change.

Come explore the Nonviolence Web and let us get you connected. Come join our revolution.

In peace,

Martin Kelley

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Martin icon About Martin How I got into web design and why I love to help people communicate online. Also available: my resume, my workshops and publications list, a list of organizations I've worked with, and of course a portfolio of recent work.