Jared Nielsen and the Microsoft Tag by Michelle Chance Sangthong and the Jacksonville SEO Meetup

May 13, 2010 20:57 by NielsenData

Michelle Chance and the great crew at the Jacksonville SEO Meetup were kind enough to film a video of my blog site homepage that features the Microsoft Tag (http://www.gettag.mobi/).  The purpose of a Microsoft Tag is to allow a user that has the Microsoft Tag application installed to simply hover their camera over the multi-colored tag which automatically loads all of my contact information into their smart phone.

In this case it automatically loads the information for the FUZION Agency (my consulting firm) at http://www.fuzion.org/.

Here is the Meetup.com article about it:

http://www.meetup.com/Jacksonville-Search-Engine-Optimization/boards/view/viewthread?thread=9096995

Here is the YouTube video that you can also watch:

http://www.youtube.com/watch?v=bd27Iz4cOpk


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MindTricks for Business - #2 - Advanced Search Engine Optmization (SEO) and NOFOLLOW

April 22, 2010 23:00 by NielsenData

Proper SEO techniques will allow humans and robots to see your site

There is always a conflict between how accessible your website data is to Humans and to Robots.  The ability to “convert” a human to finalize a purchase is paramount so keyword spammy webpages that reduce conversions are simply not worth it.  However you also can’t convert humans unless the #1 lead source to your website is being catered to as well, whether overtly or behind the scenes. 

This method of targing both the human conversion and the robotic discovery is accomplished by implementing proper SEO techniques.  Many people ask me what the “trick” to Google is.  I can summarize it very succinctly.

TELL THE TRUTH

Google can spot a fake and if you are going to rely on black hat tricks and schemes, you’re simply going to see a short-term boost in ranking which will wither on the vine.

Humans and Robots have different needs

The example on the right demonstrates a clone avoidance technique using the NOFOLLOW rel parameter on anchor text (<a href> hyperlinks).  In a traditional website we tend to let Google see EVERYTHING which is not effective.  Think of a typical brick and mortar store.  We have a nice front entrance with customer-oriented displays that are less organized but are beautiful and pleasing.  We also have a back door that opens to highly organized inventory warehouse with bare cement floors and barcoded shelving units. 

Humans should enter our website through the front door and see things like the customer service counter and the privacy policy and featured items… and the checkout aisle.

Robots don’t need to see any of this.  They aren’t going to buy anything, they don’t need to see our investor information, and they don’t need unorganized but pretty FLASH movies or glamorous pictures.  Not only can they not see them… they simply don’t care.  The diagram above illustrates how we set NOFOLLOW on portions of our website that may be visible to humans but we want the search engines to ignore them. 

Avoid Cloning through NOFOLLOW

We also want to ensure that Google indexes our website in the proper order and we channel the “juice” as concentrated as possible to our “money pages” and the hierarchies that go with that.  Take a product where the customer can navigate there in two separate paths.  They may come to my Nike yellow tank top through /Nike/Tank-Top/Yellow or through /Tank-Top/Yellow/Nike.  This creates two separate URL signatures that land on the same, exact product… effectively a clone.

To avoid this, we set a “weight” on each parameter as to its importance.  In this case we believe that more conversions will be determined by Brand and then Type and then Color.  Any other “path” to this item is “NOFOLLOW” enabled so Google will only see the one path… however the humans will see both.

Protecting your paths will ensure SEO dominance and conversions.


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MindTricks for Business - #1 - Exclusionary Dominance Locks Up the Market

April 22, 2010 22:49 by NielsenData

Ranking #1 on Google is a great objective, but dominating the web so exclusively that your competitors get starved out is even better.  This method of Exclusionary Dominance™ is the secret to many online success including our case study today of Football Fanatics that has managed to dominate the JU Dolphins T-Shirts search result.  We will delve into how they managed to accomplish this and see if we can learn from their success for our own website projects.

Football Fanatics dominates the search results for the JU Dolphins T-Shirt keyword phraseFirst we need to Google for "JU Dolphins T-Shirts".  We have chosen a very niche product name so we can see this exclusionary effect on the competiton.  This is a keyword phrase that is broad enough to have competition but specific enough to predict that a buyer typed it in and he's looking to purchase a JU Dolphins T-Shirt.

See how they dominate search results #1-#10

  • Football Fanatics (FF) is the central money portal
  • College Football Store is the pay per click venue
  • Football Fanatics is the comparison shop channel
  • eSportsMania has 2 competitive placements
  • YahooSports is an FF private label store
  • ShopNCAASports is another FF store
  • JaxFanShop is an FF hyper targeting domain
  • Note the other ShopNCAASports double tap
  • Shopping.com is an FF comparison shop channel

13 out of 16 listings exclude competitors

All channels are being targeted including:

  • Military Procurement (AAFES)
  • Bizrate/Nextag comparison shop
  • Froogle/Vast shopping directories
  • Amazon/Yahoo/MSN marketplaces
  • eBay auctions
  • Affiliate websites (de-ranked in Google on purpose)
  • Hyper targeting domains (super-focused on keywords)
  • Private label (Yahoo Sports, NCAA) with Google ranking

Other techniques ensure dominance:

  • Double tap stacking (two listings per natural result)
  • URL rewrite ensures keyword relevance
  • Verbose and repetitive descriptions (title, META)
  • High density and unique keywords (META + content)
  • Keyword Domain matching (JaxFanShop targets Jacksonville)

Traditional advertisers are spending in the millions to target these products and consumers.  The natural consequence of a television ad 10 years ago was to “remember” the brand or to write down a response PO box and send a letter.  Now the customer simply remembers the brand and product (not the domain name necessarily) and “googles” for it.

This causes search engine “piracy” where the traditional advertiser motivates the customer to purchase, but when they go to purchase, the top ranked websites covet the “conversion.”  This means that whomever ranks substantially #1-#10 have the highest chance of converting the sales that were funded by the other advertisers…  Effectively the top ranked sites get the majority of the benefit of the entire industry’s advertising in that topic.

In physical commercial real estate there are thousands of good “street intersections” to sell JU Dolphins T-Shirts.  On the internet, this single search result page is the ONLY PAGE ON PLANET EARTH (statistically speaking) where the competition can compete for online conversions.  This makes the value of being listed on this page high and #1-#10 dominance very exclusionary.


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Jared Nielsen will be speaking at SQL Saturday Jax

April 16, 2010 21:24 by NielsenData

Jared Nielsen will be Speaking at SQL Saturday

This event is hosted by the great folks at SQL Saturday including Brian Knight of Pragmatic Works and many of the top industry leaders.  I will be giving a presentation on SQL and SEO - Data Modeling and Web Marketing with an emphasis on how proper SQL database design can make search engine optimization even more powerful and flexible.  I will be reviewing such topics as the Atomic Data Model™ and Exclusionary Dominance™ techniques.

Make sure you attend or send your webmaster or DBA to be there and enjoy the event.  My speech is at the UNF Computer Conference Center at 10:15am on Saturday, April 17, 2010.  You can find out more information on my session at the SQL Saturday Website

To consult with Jared Nielsen you can reach him at the FUZION Agency at www.FUZION.org or you can call him at 904-638-2455

  

Seminar Materials for the SQL Saturday Event

01-Exclusionary-Dominance-on-Google-by-FUZION.pdf (673.09 kb)

02-Atomic-Data-Enables-Search-Engine-Dominance-by-FUZION.pdf (367.28 kb)

03-Advanced-Search-Engine-Optimization-SEO-by-FUZION.pdf (215.98 kb)

Atomic-Data-Model-Presentation-Jared-Nielsen-FUZION.pdf (2.85 mb)

CustomerObjectives.pdf (398.88 kb)


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Mind Tricks for Business - Atomic Data Model makes Search Engine Dominance Possible...

March 30, 2010 19:01 by NielsenData

Atomic Data makes search engine dominance possible

Online retail is not the same as brick and mortar retail.  When a brick and mortar store launches online they fall into this biggest trap.  Take an apparel shop… when you first walk in you find a men’s department and a ladies department.  The store is physically trying to demographically segment you.

If you create a data model that matches this, you will end up with the first <xml> node being <gender> which is a highly limiting path to follow for a search engine even though it may make the most sense for a human being.  You would then add data for teams, sports, colors, sizes, variants, materials of manufacture, and many other “parameters” for this data.  To avoid 3rd normal database limitation, you would start to peel this data out into separate tables… one for colors… one for teams…one for sports.  Then you would need to create many-to-many crosslink tables.  Over time, your table count just gets larger and larger as new needs arise.

The Root Object Classification

There is certain data that “hangs” off each sub-classification.  In this example the Item class stores who the manufacturer is (because most items have manufacturers).  The Apparel class contains the style information (because style is global to all apparel objects), whereas the Shirt class contains collar styles, sleeve variants, etc.

By localizing this information to class levels, once I define a “field” for the Apparel class, all future objects that inherit from that class will inherit that field.  Any objects that do not inherit from the Apparel class will not have the field at all.

Note how different this is from a traditional 3rd normal representation of data where we would have fields like “color1” and “color2” and “color3” simply to leave enough fields available just in case we might need them for a particular product application.

Maximum Flexibility for Customer Paths

Now that our data is structured with infinite flexibility while still retaining a core hierarchy (for default navigation purposes), when a customer walks into our store, we can simply ask Google “how they sent them” to us… and what keywords they used.  Now when the customer enters our “store” we can toss all of the inventory up into the air and literally rebuild our store to match the words they used in the order they used them.  Now they can enter as “ladies yellow tank top” and we structure our product data in terms of gender first, color next and product class third… but we also can welcome customers that ask for “white womens Nike shirt” which we do by scanning for aliases of class nodes, parent classes, and other permutations of the item for maximum comfort to the customer and higher conversion rates on sales.

Know a business that would benefit from our whitepaper on how Atomic Data Modeling can make search engine optimization possible?  Download it now:

02-Atomic-Data-Enables-Search-Engine-Dominance-by-FUZION.pdf (369.99 kb)


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Mind Tricks for Business - A website is a Spiderweb... Not a Funnel

March 15, 2010 22:04 by NielsenData

They call it a website for a reason

Most first-time websites are designed with some flawed theories in mind.  The theoretical flaw is that the homepage must lead the customer quickly to what they were looking for which assumes that the customer enters at the homepage and then discovers what they need by clicking.  This “rapid funnel” concept is based on the idea that a customer doesn’t have the patience to “click through” too many pages and the site should be designed to streamline that as much as possible.  While the idea has some merit for the customer interaction, the biggest flaw is that customers simply do not enter your website through the homepage at all (at least the vast majority of them).

The Homepage is the Least Important Page of your Site

We will use the www.JaxTires.com website as the example to illustrate this.  If a customer owns a car in Jacksonville, Florida, they might think to type in www.JaxTires.com, but the vast majority are simply going to visit Google and type in “new tires Honda Accord” to find the specific product that they want.  If a website were a funnel, we would force them to enter at our homepage, click on Vehicles, then Honda, then Accord, then Tires.  In actuality, they click on Google, enter their search, find the results, and then they land directly on the specific item page for the Honda Accord at www.JaxTires.com.  Instead of the website funneling the traffic to the specific page, the tens of thousands of specific pages expanded out from the center like a web, trapping the web surfing customer with a highly specific keyword that best matched their search.

You can see now how the homepage’s job is not to be all things for all people… It’s simply the very center of the web that spawns out threads in circles around it in a web form with the purpose being to “capture” every possible web searcher and land them on the most specific, most highly targeted page.  The larger the expansion of that web and the more comprehensive the possible combinations, the more apt your website is to trap the flies that are buzzing around.

The Most Lucrative Keywords are the Most Specific Ones

Let’s take a look at an alternate way of looking at a website.  Here we have a diagram that more clearly explains how entry into the website actually happens.  Instead of making our homepage a “catch-all” with tons of keywords loaded onto that one page (a common mistake), we have a tightly focused homepage whose subpages lose focus and their specific targeting the closer to the outside that we get.

We now have millions of possible combinations of keywords that interlink like a spider web, lying in wait for a web searcher to put in that highly specific keyword combination… and once they do, they are landed artfully onto the very specific page that matched their search… not some general purpose “inbox” like most homepages.

Focus less on your homepage, and more on your specific micropages…

 

06-A-Website-is-a-web-Not-a-Funnel-Jared-Nielsen-FUZION.pdf (390.99 kb)


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Fifth Normal Atomic Data Modeling - Best Practices for Web Product Catalogs - Part 9

October 25, 2009 01:36 by NielsenData

I took a bit of a detour as I was working toward developing the Atomic Data Model in practice (rather than in theory).  I stumbled across many exciting technologies in the process.  From recursive common table expressions to CLR stored procedures (for you SQL User Group wonks) to the higher level business applications of pregenerating data and "atomicizing" the information that lies buried in these enormous databases we all struggle with, I have developed what I believe to be the first practical implementation of the Atomic Data Model in a real commerce environment.  I will be slowly launching this project on the website http://www.teamsportsfan.com/ as I move along so please feel free to join me as I move ahead.

In general terms you need to think of two key concepts... the "object" and the "relation".  At its core these two theoretical constructs form all of the data that we use in our applications, in our businesses and in our lives in general.  Not to wax too metaphysical here, but life (and data) is all about the "things" and how those things "relate" to each other.  In a practical data modeling sense, these objects come in various forms... theoretical "objects" are the classification and types upon which the "instances" of these objects are photocopied from.   As we flesh out our data model, we will first define the theoretical "genealogy" of object classes, who themselves have parents, relationships, children, and they inherit from higher order "classes".  Once this "skeleton" is formed, we can then snip a branch from this theoretical genealogy, take a copy, form the mud of actual instance information around it and then breathe life into it as an instance.  Enough theory?  Let's take a look at a realistic example:

 

Here is a definition of the root hierarchy for our theoretical object skeleton.  The most abstract construct that we have is the "object".  This is the theoretical construct from which everything else is derived (aside from relationships).  Items inherit from Objects, Apparel inherits from Items, Tops inherit from Apparel, Shirts inherit from Tops, and Polos inherit from Shirts.

In general when you are defining your core object hierarchy, you want to ask yourself "what does it 'act' like?".  Let's talk through that for a bit. 

What does an Item "act like?" 

  • It can be owned
  • It has an Item number
  • It can be counted
  • It is made of a material
  • It can be associated with a sports team
  • Apparel, Vehicles, Parts, and Devices can inherit its properties

What does Apparel "act like?" that is wholly distinct and separate from Items?

  • It can be worn as clothing
  • It comes in a "style"
  • It can be designed with a "pattern"
  • Tops, Bottoms, Dresses can inherit its properties

What does a Top "act like?" that is unique to this subclass?

  • It covers the top of the body
  • It has a neckline
  • It can come in various size classes (S, M, L, XL, XXL)
  • Jackets, Shirts and Vests can inherit its properties

What does a Shirt "act like?" that is unique from its ascendant?

  • It has a collar (or lack of)
  • It has sleeves (or lack of)
  • Jerseys, Polos and Oxfords can inherit its properties
What does a Jersey "act like?" that is unique from the Shirt class?
  • It can be associated with a player
  • It can display a player number
  • It can have its own subclasses (coaches jersey, practice jersey, etc)

You can see that the cumulative "sum" of all of these properties give us a list of things we need to know about an instance if it inherits from the Object|Item|Apparel|Top|Shirt|Jersey class object.  By rolling up all of the behaviors of its inherited classes we now end up with a list of "fill in the blank" questions that we need to know about this object.

In similar fashion, where an "Apparel|Top" class may utilize the size classes of S, M, L, XL... the "Apparel|Footwear" class in contrast would use the size classes of "8, 8W, 9, 9W, 10, 10.5, 10.5 W" and so forth.

This allows our applications to very easily grab this "hierarchy" and then use it to automatically construct the data entry forms, application interfaces, and subitems for any given product without having to manually create this information on the fly.  How does this look in XML code?


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West Palm Beach .Net User Group

September 2, 2009 15:42 by NielsenData

iNeta .Net User Group AssociationI'm please to be speaking at the .Net user group in West Palm, my old stomping ground!  Many thanks to Scott Klein, noted .Net author and coder for having me down to the beach to spend some time with the great folks down there.  I will be giving a lecture on the Atomic Data Model, the X-Y-Z method of site expansion, and an in-depth analysis of one of their website projects live while we discuss it.

The event will be held at the following address at 6:30 for pizza and 7:30 for the lecture:

1750 North Florida Mango
Suites 302 & 303
West Palm Beach, Fl 33409
561-840-8080

Get Directions

For more information on the Atomic Data Model, please see my blog entries about that at:  Atomic Data Modeling - Part 1


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Speaking at the Houston Tech Fest

January 9, 2009 01:35 by NielsenData

 

Houston Tech Fest with Jared Nielsen Speaking for www.NielsenData.comIt's about that time again so I'm going to be speaking once again.  Please join me at the Houston Tech Fest in Houston (naturally) Texas for my seminar on finding your Search Engine and Data "Superman" amid your "Clark Kent" business.  Being able to identify as a coder the business methods needed to get proper search engine (SEO) rankings while satisfying good design criteria an reusability is important.  This seminar will walk you through such advanced topics as:

 

  • Atomic Data Modeling
  • Fast Page Load with Highly Normalized Data
  • Content Distribution Networks and Edge Caching
  • SEO and SEM Techniques in Code
  • Funneling "Juice" with your Web Traffic
  • Comparison Shopping Syndication
  • Expanding Marketing Channels through Code

Join my Houston Tech Fest Group on Facebook!


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e-Barnett.com implemented my earliest e-Commerce system

October 29, 2008 10:43 by NielsenData

Here's a blast from the past...

Barnett, Inc. Chooses 'AutoStock' Supply Chain And E-Commerce Management Software

http://findarticles.com/p/articles/mi_m0EIN/is_/ai_54534095

 


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