This week, Webcology was able to snag the affable and thoroughly knowledgably Gabriel Weinberg, founder of everyone’s favourite dark horse search engine, Duckduckgo.com. Joining co-hosts Jim Hedger and Dave Davies for 40 minutes, Gabriel was kind enough to answer any question that was thrown in his direction.
The following are some of the questions and salient points of the interview. Note: unless otherwise noted, the answers are not direct quotes, but summations.
Why would you start a search engine?
For personal interest – didn’t like the increased amount of irrelevant links that would pop up, or the lack of use of structured content, and far too cluttered. Gabriel didn’t intend to start a ‘real’ search engine.
Did you have any expectations of user growth?
Nope – thought there was room to go where the big search engines don’t – but people took to the concept, so they added more user-focused aspects, like privacy, and a lack of clutter.
Why is privacy so important?
Gabriel didn’t know much about it when he started, as he was more interested in the tech side of building a SE. But privacy advocates started asking questions, and once it was researched, he found it ‘creepy’ to have peoples’ private info, and rather than be sucked into a cycle he didn’t want to be involved in, he chose to dump customer info.
How do you ensure relevant results?
Privacy is a good reason for people to try, but good results gets them to stay – this is done through less spam/clutter and nicer look and feel. More and better instant answers are the relevant issues to users.
What does SEOs need to do to get placement?
There’s no easy answer, but get good quality. As a hybrid engine, they have their own indexes, but they use others.
The goal is not a goal to be a Google killer, but to be a unique alternative.
What is search? What’s important to your users?
Search is getting info as fast as possible with least mental effort. Main problem with Googles’ SERPs was that they weren’t that readable, showing a lot of irrelevant information in the descriptions led to a lot of back and forth clicking. Simplify it with structured content, so you can process it without as much mental effort.
Why is structured content better for search?
Using the tofu ginger recipe analogy, allowing the site structure to determine the nature of the query actually improves search results, as it identifies the inherent need of the user and gives a better user experience.
Do DDG take data from ODP?
They were, but stopped as it was becoming stagnant.
Are DDG tempted to move away from absolute privacy if it affects the financials?
NO – it’s core to what they’re doing. Revenue is tied to intent, so it’s not much of a concern.
Mobile search – any plans to get into emerging platforms?
They have apps for android and IOS, But they’re unique to platform. They plan to release something before the end of year. Instant answers belong on top!
How do they market themselves?
50% word of mouth
25% marketing – the privacy issue has been a huge opportunity for this
25% interviews
Considering how they scale, it’s impressive considering they only have 5 FT employees – their hybrid approach helps with this.
What is a “goodie�
Instant answers, called goodies as they generally happen serendipitously.
Where did DDG name come from? Is it something we’re supposed to get? Does the name’s irreverence impede success?
There’s nothing you’re supposed to get. Just came to mind one day, and Gabriel just liked it. No focus group. It doesn’t seem to affect its success – people resonate with irreverence. And it IS memorable.
As part of Digital Always Media’s partner Alan K’necht ongoing promotion of his book , he is a featured guest on an upcoming Shindig.com event this Thursday June 28th 6pm-7pm Eastern. He’ll be focusing his thoughts primarily on social media marketing campaigns and how organization can measure if their social marketing efforts are being successful.
Here’s a blurb from Shindig about Thursday’s event.
“Join Alan K’necht in an on-line face-to-face interactive session, ask questions plus learn how marketing has evolved and how we can apply the lessons of the past to today’s hot trend of social media marketing. As a bonus, you’ll be able socialize with other marketing members of the audience”
To participate you must register/RSVP. To do so, please visit:
About Shindig.Com
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More Facebook Ranting; Microsoft Launches Surface; Anatomy of an Internal Link
Air Date: June 21, 2012
More Facebook Ranting
Microsoft launches Surface, a line of tablet computers running the Windows 8 Pro and Windows RT operating systems
Anatomy of an Internal Link.
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For years clients and friends have always asked for the key to successful Internet marketing campaigns. And with Social “Media” Marketing, coming on strong; once again I’m being hounded for the secret to successfully developing and launching a social marketing campaign (note I do use the phrase social media marketing as social marketing is all encompassing and in essence is the old word of mouth marketing that has existed for thousands of years).
So for all of you who’ve been asking for a the secret to a successful social marketing campaign here it is in a nutshell.
- Know your customers;
- Find out where your customers and potential customers like to hangout (on-line & offline);
- Discover what motivates your customers;
- Create effective copy that will motivate and engage your customers to your call to action;
- Build a easy to use mechanism (on-line or offline) for your customers to give you their money;
That’s it! Five simple steps and you can sit back and watch the money roll in. Of course the actual execution of these 5 steps takes: experience, knowledge and hard work. What you didn’t think I’d give away that?
SES Toronto 2012 Observations and ICANN gTLDs Revealed
Jim offers some SES Toronto 2012 Observations, including how SEOs should plan for Madison Avenue to look to them for help.
Jim and Dave also discuss ICANN and the announcement of thousands of new gTLDs.
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Webcology’s 200th Podcast!
Webcology reaches 200 podcasts!
Jim and Dave reflect on the news they talked about about over the past five years and on doing five years of radio. Also, Facebook is reportedly testing out controls that would allow users under the age of 13 to participate under parental supervision. The great LinkedIn password leak is confirmed after it was reported that over 6.4 million LinkedIn passwords had been leaked onto the Internet.
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Infographics, Data Visualization and YouTube Comedy Videos
Jim and Dave discuss infographics and data visualization and how much to use them over blog posts or videos.
Later, they interview Darryl Lecraw from Fox Hound Digital and on YouTube Comedy Videos and building an audience on YouTube.
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FacePalm – The IPO Fallout at Facebook
Facebook fallout from Wall Street following its initial public offering. Jim and Dave analyze the past 7 days of declines and discuss the effect on the overall industry. Later, Jim and Dave discuss an article Dave wrote for Search Engine Watch titled .
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Facebook Ads and its IPO plus Google Plus et al
Air Date: May 17, 2012
The day before Facebook launches its long anticipated IPO, Jim and Dave discuss the value of Facebook advertising, why General Motors stopped using Facebook ads, and if GM’s decision will be an indicator of how the Facebook IPO will fare.
Auto sector expert author, Micheline Maynard, joins Jim and Dave to discuss her recent piece at the Forbes.com Voyager blog, “”
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Digital Always Media founding partner Alan K’necht is speaking at the in Montreal today. Speaker presentations are being shared live-time using video sharing service LiveStream. The conference is currently underway.
Alan is discussing social media measurement in his solo session, “Measuring a Social Media Fire” at 4:05pm eastern. Tune in to virtually attend a conference of some of North America’s smartest social media specialists.
What clients need to understand about producing their own quality content.
Some small businesses or start ups can’t afford to hire a content creator – and that’s not a problem. SEOs are happy if a client produces their own content, but people who don’t understand SEO are all asking the same questions: Why can’t I just reiterate what something I’ve cut and pasted from another source? Why does that 2,000 word essay I wrote have such a high bounce rate? If this article made my site popular three years ago, why is it getting buried now? Why isn’t this working?
There is a lot of content out there, and there’s more to be created. Professionals who understand how to write effective content don’t always appreciate how difficult it might be for the uninitiated. With the SEO world evolving as quickly as it is, it’s more important that we clarify how to best write the most effective content.
These are some of the questions I’ve come across.
This advice isn’t even close to what I was told a couple years ago when I first hired an SEO. What gives?
Simply put, stuff changes. Keyword tags used to matter; now they don’t. Content used to be important: now it’s king. It’s not a bad thing – if anything, it’s actually a blessing. The web is evolving to reward the best of something, not the most. But it requires a dedication to nurturing your site on a regular basis, and a huge part of that is content. Concise, well-written content will get you rankings. Consistently adding fresh content to your site will strengthen this. ‘FRESH’ is the important part.
Why Can’t I Cut and Paste Other People’s Content?
It’s a terrible Idea: Not only are you stealing, but in the eyes of ‘teh internets’ you’re duplicating content. Don’t think that Google won’t recognise this: even reiteration isn’t a guarantee that the algorithms aren’t going to notice. If you duplicate copy, Google will compare both sites to determine whose content has been on the web longest, and reward that site. The duplicated copy that you posted to improve your site’s content will actually cost you – either in rankings, or some other metric that is detrimental to the desired results.
So, in short, don’t create more problems that you’ll have to pay someone else to fix: The whole purpose of creating your own content was to save money.
What’s a related phrase and why is it better than using the same word over and over?
Google is capital ‘S’ Smart. It constantly evolves, analyzes and improves itself. It currently has its own little database on you, friendly reader: It knows what you like, where you surf and how often you’re online – and tailors itself to you based on these needs, whether it’s in the SERPs or adverts.
Part of this intelligence is its ability to discern related search terms based on original queries. Gone are the days where repetitive words are helpful to your search results. Incorporating some related terms into your copy will achieve better results; it essentially casts a wider net into the ocean that is the web.
So… How do I do this?
Remember, site content is only relevant to the user if they find what they are looking for, and quickly.
Boil it all down by using:
- bulleted lists (just don’t go overboard)
- small paragraphs
- appropriate headings
- a lot of white space
- add to it on a regular basis
- don’t forget a CALL TO ACTION
The best way to do this is to keep your copy CONCISE, CLEAN, and EASY. Does your client/consumer know what you want them to do when on your site? Tell them, don’t assume they know. You’d be surprised how much that can impact your site.
Alan is a go-to source for PostMedia reporters. This weekend he was quoted in a Canada.com story covering a study from Tel Aviv University on mobile devices and the public space.
by, Derek Abma, POSTMEDIA NEWS – May 11, 2012
“What’s in a name? That which we call a rose
By any other name would smell as sweet.”
Romeo and Juliet (Act II, Scene II)
There is a debate running in the SEO [inbound marketing, online marketing, search engine optimization, search marketing, sem, smm, website promotion] sector these days about how we refer to our services. Search results are influenced by far more than what we see on-page and Internet users are getting information from a number of reference points independent of the SERPs. The old understanding of SEO (2003 – 2010ish) is dead. So what explains what we do today?
Marketing is a funny thing and thankfully, marketers tend to be funny people. Our product is ideas. The tools we build them with are words and imagery. It doesn’t matter if the ideas are imprinted on paper using ink, broadcast through the air using radio waves, televised for your edification and entertainment or transmitted in packets using light. We make ideas and sell our abilities to place those ideas in front of interested eyeballs.
You can’t touch an idea. I can package an idea in words and pitch a pretty picture describing it, but none of us will ever touch it. Ideas, like knowledge, do not exist in the material world. That’s why words are so important. Words are the tools we use to build, brand, and ultimately to get consumers to buy.
If I spend 20% of my time working on-page, 20% of my time acquiring relevant links, 20% of my time writing page and article content, 20% of my time curating and maintaining social media profiles, and 20% of my time figuring out how to run my business properly, what do I call what I do in a day? I never actually get to do what my industry moniker says I do. The folks at Google and Bing don’t let me optimize their search engines.
In reality, I spend most of my time reading analytic reports and preparing documents outlining my ideas and detailing my thoughts on how to best attract web traffic inclined to conversions. I’m a traffic specialist, a guide and a writer. I come up with ideas on how to best express things and then lead teams in executing those ideas. A few years ago, people were most influenced by my work when they found my clients on Google, Bing and Yahoo!. Today, they might see results of my work on Pintrest, FourSq. or Yelp.
Perhaps the problem is the word “engine”. I don’t work with engines, at least not in my professional life. Engines are cool though. Engines are machines. Search algorithms are kinda like machines, but I don’t actually work on search algorithms. I work on or with websites while thinking about my understanding of the endless combinations of signals my work might be sending search engines. I’m trying to optimize conditions for success on search engines. I’m a search optimization engine but I’m not a machine. Coming to terms with my own professional terminology is confusing enough but I also spend a lot of time thinking about social media.
Facebook is not a search engine, not yet anyway. It is a social space in which people recommend interesting stuff to their networks of contacts. Posts there have an impact on search results in a number of indirect ways. Facebook is friendly and though it is not a search engine I spend a lot of time thinking about it. It drives traffic. If I do it right, Facebook drives relevant, highly convertible traffic to my clients’ webpages.
Google Plus is a search engine space but it too is not a search engine exactly. I am spending a lot more time thinking about Google Plus, even though virtually nobody outside of the IT world is. Google is making me think about it. I’m not a Google optimizer though Google is most certainly forcing me to perform tasks that optimize their understanding of web documents I work on. Google is currently acting like a bully about this, but that’s another dozen posts and maybe a few radio rants.
Twitter takes a lot of my partner, Alan K’necht, and his team’s time. He spends so much time there, conferences want him to tell other marketers how to spend their time there. Alan is all about figuring out who did what when and how much those actions are worth to our clients. He was originally known as Mr. Analytics Canada. He is becoming known as Mr. Social Media Measurement Canada. Alan has traditionally identified as a Search Marketing Analytics specialist covering SEO and PPC. Social media is neither PPC or SEO but it’s taken so much of Alan’s time he has become one of the industry experts. Does that mean he’s no longer a SEO or does that mean his interest in all ways to measure the effectiveness of web traffic has expanded? A new title expressing all the stuff Alan does in our SEO consultancy would be a mouthful and might ironically exceed 140 characters on a business card. I still think of him as a SEO expert. Industry branding is funny that way.
Web traffic comes into a website from an ever increasing number of sources. Since we can exercise some degree of influence in most of those sources, we might call ourselves Inbound Marketers. I think that’s a rather broad-stroke name myself but the new digital marketing environment presents a rather broad canvass. Such a name is a detail that neglects the hours of under-painting that goes into placing art on a canvass.
Search and Social Media Marketers is a bit more precise but, again, who the hell wants to be called a SSMM? Regardless of what the general public thinks of the term SEO, SSMM is going to be thought to be dirtier. I can almost guarantee it. Words are my business.
I’d go with Internet Marketing, and have when saying SEO didn’t make sense but a recent viral video at online news source, has spiked the term “Internet Marketing” for the time being. ()
I work in a space that is defined by the moment. I’ve been in this space for nearly 15 years. That’s a lot of moments. I plan to be here for at least another decade, assuming it will continue to be as interesting as it’s been thus far. There is only on commonality I can think of that not only spans the previous 15 years but will still be applicable in the future and gives any of us a lot of room to grow into whatever the heck we want to grow into.
Digital Marketing. I’m a digital marketer. I don’t work in print. I don’t do billboards. I do digital. My work space is very big but consists of nothing but light. I send signals far and wide and those signals are understood to be virtually real simply because you’ve read this far in a digital medium.
I’m not an inbound marketer. That sounds too touristy to me. I’m a digital marketing specialist and it’s a warm and sunny Friday.
May 12
11
Webcology Episode #196: Penguin and Panda – LinkedIn purchase of SlideShare – Facebook IPO Roadshow
Penguin and Panda – LinkedIn purchase of SlideShare – Facebook IPO Roadshow
Air Date: May 10, 2012
Dave discusses his appearance on Ecom Experts and how e-commerce is being affected by Google’s Penguin and Panda updates. They also look at the LinkedIn purchase of SlideShare (Powerpoint in the clouds) for 118.8 million dollars.
Throughout, Jim and Dave discuss SEO and Social media. We’re not sure if they actually get around to talking about the Facebook IPO Roadshow or not. It’s probably in there somewhere.
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Google Penguin and Panda Updates; SMX Toronto 2012 Recap
May 3, 2012
Jim and Dave discuss the Google Penguin and Panda Updates with Michael David, the author of WordPress 3.0 Search Engine Optimization. Jim recaps the highlights from SMX Toronto 2012.
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