Guerillas In The World Wild Web

Something I have never considered offensive - SEO or Search Engine Optimisation - made headlines last week.

Mr Troy White, who is in charge of the website http://www.portstevens.com.au/, raised more than just eyebrows with his attempt to take advantage of misspelling in web searches. Web developers have long been aware of this little niche market, but it is rare for the public to become concerned.

As Ben Smee reports for the Herald, the main concern seems to be the "Ambush marketing" tactic, as expressed by 'Port Stephens Tourism marketing manager Tars Bylhouwer'. While Bylhouwer offered figures suggesting that less then 3% of the 9000 people who had arrived at the real Port Stephens site had spelt the name incorrectly, it would seem that there are still some people who do spell it incorrectly. With my trusty calculator, I have calculated that it might be a mere 270 people.

Mere? Why is Bylhouwer worried about losing those 270 people to a well crafted Google-primed site?

Mere? 270 people is quite a starter market.

Firstly, I'd like to do a bit of research into this 'ambush marketing'.

"Ambush marketing is a marketing technique which involves riding on the coattails of a major event without paying sponsorship fees, essentially using the event as a free promotion."
-wiseGEEK

"Ambush marketing is an attempt by a third party to create an association with an event without permission. This can deprive official sponsors and suppliers of public recognition, weakening their commercial investment."
-Mallesons Stephen Jaques

"Ambush Marketing (Guerilla): It is an unconventional way of doing marketing promotion on a very low budget. It could be about gaining from another’s adspend without paying a fee for it. For ex: A promotion campaign to an event such as a sporting contest sponsored by another marketer who could be a competitor. "
-businessgyan

[I love how businessgyan put that "guerilla" label there - how wild, to be using guerilla tactics in web design - there are nerds everywhere salivating at that concept! ]

So basically, ambush marketing is where you use the value of something else (in this case, the name of Port Stephens) to get people interested in your product (in this case, Port Stevens Accommodation).

Am I correct in thinking that ALL SEO is ambush marketing? You are supposed to try and use the value of the words you use (made popular by people clicking) to get more clicks.

So perhaps who Bylhouwer should be angry at is Google! How dare they invent a search algorithm that favours particular words and finds sites dependent on how often they use that word!

Further, shouldn't the businesses on that website who "did not know they were being advertised on Mr White's site" be happy that not only are they getting free publicity, but to an audience of a possible 270 people? As well as the free publicity the newspaper is providing!

It's like any guerilla designers dream come true!

If I were Tars Bylhouwer I would be more upset that I hadn't thought to buy portstevens.com.au first, so it could be redirected to the real website.

Perhaps now, Ben Smee and The Herald, you should try blowing the lid on a bigger hidden secret - the guerilla ambush marketing techniques of web developers all over the world!

I'd like to do my bit in directing web traffic to both of his sites; why not stay at Port Stevens; it seems to be the Google-friendly place to holiday this coming break!

See the full newspaper article at http://www.theherald.com.au/news/local/news/general/web-row-over-port-stephens-spelling/1532407.aspx

5 Things You Don't Want In A Web Designer

1." You know how I said it was going to be $300. Well..."
Designers who under quote.
Money. Money. Money. This is what usually annoys customers the most. Most businesses like having an idea of the price so they can budget correctly.
Tip to Webheads; Always quote slightly more than you think the job is worth. That way the customer will be surprised if the price is less than expected and if you go slightly over, you are covered.

2. "I have it all ready... now what was your domain?"
Designers who don't ask questions.
This is a bit disputable; is the designer accountable for the domain name and hosting? Not always, but a customer is not impressed when you tell them "As well as the $1000 for the beautifully designed and ready website, you actually need to spend another $200 to get it up and running... will that be a problem?"
Tip to Webheads; Just check if they have the domain and hosting sorted. If you don't want to set it up, just send them in the right direction. (Does it matter if you can design a beautiful website if no-one sees it?)

3. "There was a blackout and my computer crashed; I have to start over on your website."
Designers who don't BACK UP.
The hardest lesson to learn is that you haven't learnt the lesson. Even if you have already got a backup system in place - make sure you know its working. And that you have a back up for a back up. Most customers will be understanding if the unimaginable happens, but it is better to be able to rise again, than to lose the job and all the time you put in.
Tip to Webheads; Backup. Backup. Backup to an external hard drive. Back up to a different location. Backup.

4. "You know how you said you liked the colour blue? Well, that isn't in fashion right now... I have changed your scheme to red."
Designers who just design.
While you want the website to look as impressive as possible, you don't want a designer who is designing for their portfolio instead of you. The best designers are those who listen to what you want, incorporate relevant stylistic features and grow your idea into something as magnificent as you could only imagine.
Tip to Webheads; Listen to what the customer wants. Clarify what they want. Talk to them as though they are another designer. Collaborate. It will widen your own perspective and the customer will feel more involved with the design process.

5. "BEEP - I am out of town right now and won't be back for three months. Any questions? I will try and get back to you when I am not bungee jumping - YEWW! BEEP"
Designers who aren't there when you need them.
I am not saying that web designers shouldn't take breaks. I am saying you want someone who has set you up sufficiently before they go on a break. They have left someone in charge in case there is any last minute problems. They have taught you what you need to do in an emergency. You feel confident that while they are on a break, your website is going to run smoothly (or is finished!)
Tip to Webheads; Make sure that the customer is happy with your service. Make sure they know what to do "in case of emergency". Don't leave them hanging, or your bungee rope might snap!

Something to consider:
Although most web designers work in creative companies or as freelancers,
the real boss is always the customer.

Caught in the Nett - Reading Offline To Improve Online

Fishing For Information
One magazine that has always captured my techno-heart is Nett.
Featuring stories that are business and web related (two of my smooches), Nett is a reasonably local, Australian-based mag brought to us by domain giant Netregistry.

Why Do I Read It?
While there are many articles available on the web (indeed, a select few of the Nett ones are also available online!) I enjoy sitting down in the evening and leafing through some shiny paper pages. The things it talks about (eg. SEO, web design, online business skills, new government policies) are relevant to my line of work and are presented in a mostly unbiased and informative way.

There may also be the very slight chance that I desire to read magazines and can't justify paying for the gossip ones (which I can read for free, at least four months later in any waiting room) but enjoy paying to read something that appears "work related". What can I say, I enjoy my work!

What's In It For You?
I think Nett presents itself in easy to understand terms and is written by likable everyday people. I am not saying it is for the faint-hearted; they do deal with some wonderfully complex new concepts ('Cloud Computing'). Certainly worth a look for those interested in understanding more about the Wonderful World Web.

Go on - get caught in the Nett; you might find it refreshing!