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NielsenData Blog by Jared Nielsen

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

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.

MindTricks for Business: #12 - Forward Your Phones When You Move

Moving Your Website to a New Location?

When you move your business, you make sure that you shut down your utilities, forward your mail, change your billing address, and above all, you make sure that you put up that nice sign in the door that says to any loyal customers that may be returning that you have permanently moved to a new location.

This “permanent redirect” is a very special instruction that is also used by Google to identify pages that have moved their location as well.  Online a “street address” is a website “uniform resource locator” or URL.  You type in URLs all day when you enter in addresses like http://www.google.com/ or http://www.fuzion.org/.  What most people don’t understand is that every single “landing page” on your website has a similar address that is a bit more complicated such as www.FUZION.org/Web_Marketing for example or even more complex:  www.Tire.biz/page/Tires.aspx.    Many people will “bookmark” a home website address, but often enough they bookmark pages deep in your site with these complex URLs.  We call this “deep linking”.

These deep links are very valuable because, compared to your homepage there are hundreds of times more of them, and they tend to be links that reside on message forums (“Hey, check out this item”) or are linked in web email client systems (links in Gmail, Ymail, or Hotmail).  Because these links come from very high page rank value (PR value) websites, they are extremely powerful and should not be abandoned lightly.

Be sure to use 301 Redirects when you move your website pages.Normally when you update your website with a new look, or a new content management database, the “home” address or “root” address (http://www.yourwebsite.com/) rarely changes… and when you move to the new site you think your work is done.  However, what actually has happened is you’ve lifted up that business building, severing all of the existing customer relationships, bookmarks, and back links to your business (or website) to deep linked pages (www.YourWebsite.com/page/specificpage.aspx) like wires and pipes dangling beneath it and you’ve dropped in a brand new building at the same address.  What’s actually happened is that all of those severed wires are still there… only now they go to web “dead ends”.   If you compare the diagram to the right.

Customers that liked your website enough to bookmark a very specific page are now finding dead links and frustrating error messages which makes them sever the link completely.

Forward Your Phone Number

It makes sense then to use a tool built into web servers called the 301 Permanent redirect or the 302 Temporary redirect.   These two tools allow you to permanently move or temporarily switch pages and notify the search engines that you want them to “forward” the customers while preserving the history and value that has built up over time in the search engines for that page’s value.

Forwarding makes a lot of sense because now, a customer that had a URL “bookmarked” will be redirected to the new, replacement page.  Search engines will also start the slow process of transferring the original pages PR value to the replacement page, giving you a nice boost in your search engine rankings for your new pages that would have taken a long time to earn a new ranking.

It’s Not Too Late

Already done a remake (or two) on your website without doing the proper redirects?  It’s not too late to fix it.  Just install Google Webmaster Tools - www.google.com/webmasters/tools and verify your site.  This tool is provided by Google which will give you a listing of all of the “404 not found” errors found on your website.  They will also let you know which websites are linking to each page and will help you find ones that you may have forgotten.

You can load 301 Redirects into your htaccess file if you are using Apache webservers or you can install the IIS 7.0 URL Redirect plugin and modify your URL mappings in the IIS editor or directly in your Web.config file.  If you are using IIS 6.0 you can install an ISAPI URL Rewrite handler and edit the .ini file for those as well.  You have invested in your website over time... don't throw it all away by not forwarding the traffic to your new pages!

12-Forward-Your-Phones-When-You-Move.pdf (206.7KB)

Jared Nielsen will be speaking at SQL Saturday Jax

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)

Mind Tricks for Business #3 - Atomic Data Model makes Search Engine Dominance Possible...

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)

Mind Tricks for Business #4 - A website is a Spiderweb... Not a Funnel

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 (391KB)

Jedi Mind Tricks for Business - "Luke... I am your Father" - SQL Recursion and Hierarchical Data Models

Covering topics from recursion in table valued functions, hierarchical data models, and identical node naming in XML hierarchies to fifth normal notation in data structures, CLR Stored Procedures, and many more topics specific to SQL Server 2008 and XML with C#.net programming, this lecture continues the popular Jedi Mind Tricks for Business series by Jared Nielsen at the South Florida Code Camp at the following location:

South Florida Code Camp 2010 - http://www.fladotnet.com/codecamp 

Devry University
2300 SW 145th Avenue
Miramar, FL 33027


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Jared Nielsen is an industry veteran with several decades of experience in sports marketing venues, business to business (B2B) commerce projects, and business to consumer (B2C) e-commerce and content management systems. He has been the lead software developer for the ATP Tour (Men’s Professional Tennis and Women’s Professional Tennis), Director of Business Intelligence for Football Fanatics (TeamFanShop), technical partner to Cook Marketing and Communications (for the Jaguars and Falcons contract), and now invests in online ventures such as Sports Mania (4 brick and mortar retail store locations), Team Sports Fan (http://www.teamsportsfan.com/), and other activities. His high profile projects include large projects for Yahoo! Sports, Interline Brands, and Big O Tires. He is a frequent lecturer and is always open to seminars and speaking engagements.

Call me today!
http://www.fuzion.org/ 
(888) 534-6919

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

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?

SEO Site Expansion and Atomic Data Modeling

Jared Nielsen speaking at the Jacksonville Code Camp, August 29th, 2009 at the University of North Florida in JacksonvilleI'm grateful to the folks at the Jacksonville Code Camp (www.JaxCodeCamp.com) for expanding their sessions to include my latest search engine optimization and SQL Server 2008 atomic data modeling seminar.  I will be covering some exciting topics including how to leverage OLAP and OLTP technologies for their best uses in the Atomic Data Model, ways to expand the influence of your website using the X-Y-Z site expansion method, and ways to leverage atomic fragments of your long-tail keywords for search engine domination.

Be sure to register for the Jacksonville Code Camp today and join me for my seminar track at the University of North Florida on August 29th, 2009!

To see my profile at Jax Code Camp: Click Here >>

To see the list of sessions at the Jacksonville Code Camp: Click Here >>

To see the session brief:  Click Here >>

To register: Click Here >>

Atomic Data Modeling and SEO Speech in Miramar Florida

I'm pleased to be speaking to the Miramar group of the Florida Dot Net group at www.FlaDotNet.com.  You can register for this event at the following website:  Click here to register.  I will be discussing how proper search engine capabilities start at the database level using atomic data modeling practices.  The samples of the atomic data model will include how to layer in object inheritance at the SQL Server level, utilizing some new features in SQL Server 2008 including the intrinsic Hierarcy data type and a nice overview of search engine techniques that can benefit from a highly optimized and atomic database.  I hope to see you there!

You can get a head start by reading my blog series on the topic at:

www.NielsenData.com - Atomic Data - Best Business Practices for Product Catalog Data

There are other resources that ascribe to the Atomic Data Modeling concept which you can find at:

Zimbio.com - The Atomic Data Warehouse

Wikipedia.org - Data Warehousing and the use of Atomic Data within the Data Mart

Other announcements of this event include: