Like this chess set example, popping products into Google Base/Froogle or GPS - or whatever they decide to call it when you’re reading this - carries the difficulty of constructing an XML feed that needs to be optimised for good exposure within the results shown. To get one-boxed (shown in the search results at the top of the page for ‘Product Search Results’) is a boon for the company that can construct the feed. We only know of one company that offers the service of writing the XML feed and optimising it so that the possibility of getting one-boxed is possible.
Here’s an example of a list of chess computers from a retailer in the UK. The same chess list has been placed on another web 2.0 site, this chess retailer too. One of the foremost sites in the new mould is Del.icio.us, but other examples abound - Facebook, eSnips, MySpace and many more. As Web 2.0 becomes more mainstream, what use can be made for sites wishing to maximise traffic? Despite stories of deluging traffic from web 2.0 sites, essentially it’s just another means of hosting a page or pages that really needs external references, or links, to be able to make use of the 2.0 concept.
Don’t expect a deluge that will crash your servers, unless you’re hosting a party for your teenager, but making use of the genre will yield good results as web 2.0 matures and moves into subsequent phases.
Trying to utilise the promising factors of Web 2.0, SEO Baron Turner has a page on eSnips (this is the author page) and an SEO home page on LinkedIn. eSnips seems terrific for storing data and showing selected files to the public. They offer 5GB of space. We use it as a back up server in case of home server disaster and we show some folders to the world which potentially gets good traffic because it’s eSnips.
Web2.0 was first sniffed at by dyed in the wool search engine optimisers, but as the genre is maturing, it is becoming clear that the concept cannot be ignored. High traffic sites exist as funnels of potential visitors to cited sites. Of course, like any site, it needs to be referenced somewhere, so linking is essential from a blog or site or a number of external directories. Along with other sites such a Facebook, Del.icio.us, MySpace, etc., eSnips forms part of the Web 2.0 fabric.
Though the last decade has shown some improvement - rather than refer clients to a company rescue broker, bank managers prefer to go towards a liquidation route when companies start to struggle through cash flow issues, economy downturns, poor management or other problems. They prefer this because it gets them what they most want in the quickest way - their loan money back.
Through the media’s publicity in forms such as the program Dragon’s Den, the ‘Company Rescue’ sub-industry has had a little more limelite. In this program a panel of wealthy entrepreneurs has the opportunity to assist a company that needs funds to take their enterprise to the next level. If successful, they get the funds required in return for a proportion of the company and a seat on the board. Companies in the ‘Turnaround Finance’ space go through a similar procedure - no cameras of course, and no panel of experts in one go. The turnaround finance company are the experts who will see the best match among their panel and match the two together. Matches have a high success rate and companies return to a state of profitability and have the added benefit of the investor on board for the foreseable future.
Examples of the use of RSS are this feed of search engine optimisation steps, or this RSS feed on case studies for the Company Rescue industry, or this feed of chess products from a US retailer. A frequent sight on many sites, what does this symbol do for search engine optimising and for the weight of the site? It’s a method of syndicating the site’s content through to many other sites where a reference or link can be obtained from the adopting site. It’s a construction of a feed in XML (many automated tools exist to construct the feed) which lists the items you want to syndicate, whether it’s products, a list of services, case studies, etc. If done properly, the RSS feed has an amazing leveraging effect on optimising for search engines. Syndicating sites show the link for each item placed in the feed. These links are particularly valuable because they are generally deep links into the domain and since the list will have some level of comprehensiveness, the links also are comprehensive - one seperate link for every page represented by one item in the multi item RSS feed.
Fortunately, the techie nature of setting up this XML feed is a hurdle that most sites don’t understand and don’t know how to construct - hence its effectiveness for those that overcome the hurdles.
The Kasparov Expert chess computer is the strongest engine Saitek have with software that can beat everyone but it’s namesake on it’s strongest setting. Of course, lower settings will be required by us mere mortals. The machine has a range of settings (64 of them) that will train and stretch every player with a library of database openings that exceeds 6000. But the range of settings, even the engine strength (2000 elo) is, of course, true of many chess computers. What’s so special about the Expert?
The build quality is the single distinguishing factor separating this chess machine from it’s rivals. The computer has a build quality of a Volkswagon, Honda and Toyota combined (assuming you like those manufacturers). The machine is a peg style model and the bottom of each peg hole has a sensor that is activated when the piece is lifted and inserted into another hole. The computer then takes it’s move - clearly indicating on the LCD readout the move required. The sensor system is activated again. The pieces are slightly dissapointing in that they are plastic - we wish Saitek had made metal pieces - but that apart, they are very clear in visual identification, with the knights actually very well crafted. If a peg style chess computer is preferred, this is the best of the three main manufacturers: Saitek, Novag and Excalibur.
If a company has problems that suggest it may not survive - what’s the course of action? An insolvency procedure is often the first thought, but having a business angel can be an optimal solution that has the added effect of providing an experienced resource on the board along with his or her cash as equity injection. This kind of solution is provided by a growingly attractive type of company - Company Rescue Experts, such as the leaders in the industry segment - Beer & Young in London. With a panel of entrepeneurs that impresses the most troubled of businesses - company directors are delighted to find one of like mind - someone that believes their business has a lucrative future and a business they want to invest in.
Company rescue of this kind is not automatically successful. The directors will have to be ready to discuss the problems that got the company into the problematic state it’s in. In particular the ‘angel’ will consider how company/financial restructure and management changes will aid the company. Besides the urgent company finance the business angel is bringing to the table - they’ll be asking the most difficult question of all - is the company viable? The management changes that a positive response to this question generally necessitates may be difficult for the directors to take - but the profitability of the company is at stake. Using these attitudes, a high percentage of clients find that their company returns to profitability and now has added experience in the company.
An agonising search for Madeleine has every decent person in the UK and many other countries (including family loving Portugal) waiting for good news. It’s brought us all to the point where we have to ask what kind of world we live in - a world that produces people that sink to the depravity of taking a defenceless young girl away from her parents. How can people actually become so awful? Are we to blame? Or who is?
The media, the internet and the so-called free speech it permits are partially to blame. Watching prurient content whether sexual or violent gradually causes people to develop desires that are base. Just as showing Freddies Flakes on commercials sells more Freddies Flakes - does not the same rule apply to a diet of sex and violence freely available through the conventional media or the newer, less regulated media of the internet?
We hope for success in the search McCanns. It’s a gnawing pain in our stomach too.