When too much is not enough and a little is just right. Google > Yahoo


Today a very sharp friend said that even though he uses Yahoo mail and some of their default screen navigation, he always uses Google to search. Why? Because Google is not cluttered and makes it very easy to leave Google to visit external sites. Yahoo, especially Yahoo News, he felt, tries to keep the user at Yahoo too aggressively.

A similar point about the ease of navigating to external sites was recently made by Mike Arrington when talking about Web 2.0, noting that it’s important to let folks feel they can easily leave the site for other web locations if you want return visits and credibility.

Relevancy, conspicuously, was not the concern of my friend. He just didn’t like the Yahoo search user experience. I agree and realize that for me it’s the fact that with Google I can get and visually scan *a lot more results* much faster than with normal Yahoo search. Like my friend it’s not the relevancy as much as the navigation that keeps me at Google despite the fact I own Yahoo (well, actually I own about one two-millionth of Yahoo). I don’t trust either engine to give me great results, but I know that I’ll usually find what I need somewhere in the first few pages of sites. Google makes it easier to preview a lot of sites fast.

I have stronger negative feelings about most of the travel sites. Online Travel 1.0 is a nightmarish blend of booking screens, pitches for Hawaii and cruise packages, and tourism sites all trying to convince you they are the only destination both offline and online.

It’s particulary frustrating when sites expect me to learn their navigation and nomenclature just to use their damn site, especially if I’m trying to preview dozens of websites for a trip! Most of the worst offenders are overproduced by expensive print media firms using the pretense they know about “online marketing”. In fact most big firms have about as much web savvy as an inebriated, obnoxious, and arrogant tourist and appear to be designing the sites for …..themselves.

Like most users I’d prefer a Craigslist format so I can easily jump to the information I need rather than wading through popups, pictures, video, and other nonsense when I’m trying to plan a trip. With some exceptions the mantra “just the facts please” would serve online travel promotion better than the foolish extravagances that confuse users and also search engines which struggle to find meaning in garrish flash and pages filled with 100k high resolution photos.

What will Travel sites look like as Web 2.0 shakes out? I’m optimistic that they’ll be much, much better, and hoping to figure out how before it’s obvious to everybody.

Carnival of Marketing October 8th


Carnival of Marketing

The rumors are true. The Carnival of Marketing started by Noah during a flash of brilliant inspiration moves here on October 8th and October 15th. Thanks to the many who’ve sent in articles already. I’ll pick the seven “winners” soon and post them and links to their sites on October 8th. Send your best marketing article or links to good marketing articles to jhunkins@gmail.com.

Yahoo Hack Day – you should have been there! I should have been there!


Yahoo’s Hack Day was so successful I have yet to read anything but positive reports – in fact most are downright glowing with enthusiasm for this mashup fest down at the Yahoo mother ship in Sunnyvale. I wish I could trade my lackluster experience at this year’s Google Party for a back-in-time ticket to Yahoo’s Hack Day.

Gordon over at GetLucky.net, a Yahoo employee, provides what seems to me several key insights about Hack day, but more imporantly about why Yahoo, not Google, is the company to watch.

Of course, until Yahoo Panama gets their *ASS IN GEAR* with a high quality contextual advertising paradigm, Wall street will continue to think that they suck ….

Gordon on Hack Day:
the stuff that we do better than our competitors may have a chance to shine in the spotlight, in front of the audience that matters most. Much of the mindshare that Google has captured through applications like the GMaps API, etc. has been held because of the nature of convenience. Once a coder builds an application on top of a specific interface, switching to another API requires some real motivation…

emphasis belongs to me, the insights belong to Gordon though I’ve written about this stuff several times as well. Yahoo could wind up “owning” 2.0., which is a cool type of ownership where the big guy facilitates millions of long tail, little guy developments and transactions and publishing enterprises. The big guy shares *most* of the revenue with the little guys but the volume creates huge wealth for the big companies and modest wealth for the smaller ones. Users are rewarded with better content, rich interactive experiences, noninvasive advertising, and encyclopedic information. When 2.0 is done right everybody plays, everybody wins.

Expedia’s Best Price Guarantee, like a grenade, just needs to be …. close.


Generally I like price guarantees which tell you that the company is 1) fairly confident they are usually offering the best pricing on stuff and 2) allow you to relax a bit and book while still surfing around for a better trip.

But Expedia’s “simple” and “Best price” guarantee did make me laugh a bit when I noted in the fine print that the Expedia airline ticket must be at least $6 more to qualify.  Not  a big deal of money (though with a family trip it’s enough to care about), yet somehow the notion of “best price” that is not the “best price” smacks of the kind of bogus pitch everybody is tired of hearing.

Wouldn’t it be nice if somebody had a good faith best price deal with no fine print where “best price” meant simply the best price for a comparable (rather than perfectly, exactly, unlikely-to-be-found-in-exact-same-form thing?

Kawasaki on new trends in marketing


Here is a nice summary of insights from Guy Kawasaki, clever marketing guru, about what young people are doing online and on phone.    Supports the ideas that the future is highly mobile and must be highly “permission based” in it’s marketing.

Won’t it be interesting if the new age of marketing becomes a lot like 1800 style marketing?   There, you’d go to the hardware store or the grocery and ask the retailer to hand you things.    In the new age this is becoming a trip to trusted niche sites (or Costco.com and Wal-Mart?) for information and shopping and then asking the computer to fetch stuff for you and add to your electronic shopping cart.

AOL lawsuit over data release and, more importantly, storage of search database of intentions


Over at TechCrunch there’s a discussion about the lawsuit against AOL for releasing search data and also challenging their right to store the search histories of AOL users. I’m surprised this took so long because Google, Yahoo, MSN, etc have been storing all of our searches for some time and probably are using that data to adjust the search experience including refinement to advertising and organic results.

It frustrates me (or I should really say it pisses the heck out of me) that 1) Search engines think they should have rights to my search info with no obligation to tell me what they do with my info and 2) there is a lack of concern in the online community about this. John Battelle has been one of the few voices pointing out that this issue is big and getting much bigger, that these privacy issues need a lot more clarification, and that search companies are sneakily dodging many key issues with search and privacy.

Contrary to many comments I read from other onliners, the Government viewing my data is low on my list of privacy concerns because I doubt they’ll choose to or be able to effectively process the information in sinister ways. However it bothers me a LOT that my search “fingerprint” is getting used without my consent, understanding, or permission in an effort by Google, Yahoo, et al to sell me things and adjust my search and internet experiences.

If they want to do that they need to let me know the process they use to do it. If they think sharing that process violates their need for commercial secrecy then…do NOT use my stuff. I never gave you permission, and you should not assume you have my permission. In fact few people even know that Google and Yahoo and MSN store every single one of their searches – Google, Yahoo, MSN cannot reasonably claim they have implied permission for the search storage identified to individual computer level when very few people are even aware they are doing it!

Relevancy + Targeting = $123,490,000,000


Although this article suggests “infinite” reasons for Google’s success, I’d say there are only two that have made Google worth about 123 billion dollar bills.
The article supports that there have only been two truly notable reasons: A superb PPC model of advertising combined with the most relevant= best search engine to date.

Both the engine and the ad model were largely built by the time of huge expansion.   The story is nicely chronicles in John Battelle’s “The Search”, which also notes how Google’s ad model came about somewhat serindipitously, and basically as a copy of the Goto.com model developed by Bill Gross.  This serendipitous refinement of good ideas  lies at the heart of many great innovations and challenges the idea that greatness comes from stable, consistent, well organized forces of change.

Sure Google has the best technologists, leadership, and corporate culture, but it was the PPC model that was necessary for the success and that is largely ignored in most external analyses (Google knows this all too well).

Good points that without relevancy you’ll lose the audience and the PPC revenues. *Together* these two factors lie at the heart of Google’s success and both are unstable territory, so all are in for more fun in the search sun.

Top Online Advertisers for May 2006


Vonage, Dollar, and Phoenix Online University top the list of the top 100 May online advertisers who spent a whopping $245 Million for online advertising. I’m not clear how this compares to the online ad spend total as this leaves out the mom and pops who buy a lot of adwords on Google, Yahoo, and MSN.

You don’t need a degree from Phoenix Online U to say “Wow, that’s real money dudes!”.

More about Privacy, Free Speech, and the oxymoron known as Fox “News”.


More about Privacy, Free Speech, and the oxymoron known as Fox “News”.

I’ve been surprised by how complacent the Religious right has been about online porn, so maybe the battle over censoring porn won’t be coming soon, though I think this DOJ action is the shot over the bow by GW, Gonzales et al.

I’m hoping the online community handles self-censorship better than the movie industry or, far worse, video game industry. I’m not optimistic about it though and expect a lot of chest thumping in the near future as people line up to be for/against “porn”/”free speech” depending on their points of view.

I think there are several interesting forces involved in the coming privacy debate war:

First is the basic freedom of speech, which we value highly in America but pretend to value more than we actually do. Money talks loudly in America as the recent D.C. lobby scandals and huge money politics make clear. Simply prohibiting paid speech obviously won’t work, but money threatens the quality of free speech more than any other factor and far more than any Govt in this country ever will.

Another force at play is the battle between right wing and left wing ideologues. Called the “culture wars” by the conservatives, both right and left claim the high ground on freedom issues and speak mostly to those who can’t think for themselves. Meanwhile the polarization dumbs down many of the issues to a state of irrelevance.

Always ironic is how quickly those of any political persuasion are to “shout down” or even violently repress competing speech. We’ve got right wing entertainer-zealots like Anne Coulter [updated scandalous comments on Donny Deutsch Show] and Sean Hannity dispicably making the case that many forms of criticism of the Govt are “treason”, while their left wing counterparts like Michael Moore pander propagandistic nonsense to the gullible. Both deflect from the spirited and intelligent debates we should be having about many polarizing issues like Iraq, massive Govt overspending, and helping save the developing world from itself.

Other challenges to the quality of free speech in America are the rise of the right-wing commercial propaganda arm of the Govt (aka “Fox News”) and the administration’s policy of reporter “embedding” which has cleverly created a system where reporters will tend to report favorably on the American war effort without any censorship at all. You are hardly going to be overly critical of the guys who are protecting you from untimely death. (yes, this is a simplification – a strong counter-argument is the world class reporting of formerly embedded Kevin Sites).

Although it used to be true that there were more “liberals” than “conservatives” in the media they were far, far, far more objective than the media stars of today who are entertainers before patriots and patriots before journalists. It also appears to me FOX may have reversed the trend leading to a net “conservative” voice in overall American journalism, but more importantly has taken greater strides than any liberal ever dreamed in morphing “journalistic objectivity” into “my country, right or wrong”.

Another significant force in play in the privacy debate is the fact few mainstream folks understand how the internet works and how sophisticated an average 15 year old is about finding online material. If every teacher and mother of a teen in America did a handful of image searches for highly objectionable porn terms you’d see a groundswell of new legislation, but few teachers and even fewer parents have any sense of what’s up online.

It won’t be pretty but it sure will be interesting…

Joe Bio


No time to blog today so I think I’ll just post the bio I just sent to the excellent folks handling the Nanjing Search Conference where I’m hoping to speak in March. This way I’ll NEVER lose it!

It’s always funny how you focus in on some things more than others depending on your audience, mood, and other factors. It’s hard to be modest and sound expert and experienced at the same time.

Hmm – maybe I should have added how I fixed my parents sump pump and garage door today just by jiggling them. That’s pretty talented, no?

Joseph R. Hunkins
jhunkins@gmail.com
Age: 46
Residence: Talent, Oregon, USA
541-535-7640 (home/office)
541-324-4800 (cell)

Education:

Masters in Social Sciences. 1990, Coursework in Multimedia, GIS, and Geography.
Southern Oregon State College (Now S.O.University), Ashland, Oregon 97520.

Bachelor of Science. 1981. Majored in Botany and Psychology.
University of Wisconsin at Madison, WI.

Professional Experience 1990-2005.

Coordinated Internet marketing and multiple website development for the Southern Oregon Visitors Association, a large regional tourism promotion group covering seven counties of Oregon and over 14,000 square miles. Developed organic and pay per click search strategies for several websites.

Managed grant and deployment of statewide touch kiosk Internet system for the state of Oregon, a partnership with the Federal Scenic Byways Program, Oregon Department of Transportation, State Tourism, and the Southern Oregon Visitors Association. Developed organic and pay per click search strategies for several websites. Developed the first commercial websites for Crater Lake National Park and Oregon Caves National Monument.

Presented findings of one of the first online Internet conversion studies at the Travel Industry Association of America’s (TIA) national education conference in Vail, Colorado. Has also spoken extensively in Oregon about Internet marketing strategy for the travel sector.

Board member: California Oregon Intelligent Transportation Systems project. Helped review policies and deployments of travel technology (such as road web cams) for the Northern California and Southern Oregon regions.

Winner of Oregon’s Governor’s Award for Innovative Tourism Development for creating the partnership and grant that led to Oregon’s first state travel website “TravelOregon.com”.

Owner: USA3.com. Joe publishes travel information at several regional and national websites he owns using promotion tools including pay per click campaigns and organic search optimization. His largest site is the QuickAid.com Airport Directory which is currently undergoing extensive changes.

Partner in Online Highways LLC. This Florence, Oregon internet publishing company works in conjunction with two of the Pacific Northwest’s leading travel magazines “Northwest Travel” and “Oregon Coast Magazine” to produce one of the most comprehensive online travel resources in the world: “Online Highways” website: http://www.OHWY.com. In addition to approximately ten staff in Florence the project established an Indian owned and managed support office in the state of Kerala India in 2003.

Joe’s work with Online Highways has been primarily in search and company strategy and online advertising development.