Monthly Archive for November, 2007

Sick of Arial?

Feeling limited by the same old handful of standard web fonts? The following pages have some useful statistics on fonts that are installed by default on various operating systems. You may be surprised by how many options there actually are. Just be sure to define safe fall-backs if you decide to venture off the beaten track.

Both of these sites have good lists, the first provides actual samples of the fonts and the second gives side by side stats showing the percentage of win, mac and linux machines that have them installed.
www.codestyle.org/css/font-family/sampler-CombinedResults.shtml
www.webspaceworks.com/resources/fonts-web-typography/48/

How to get searchers to click on your site

How do you get searchers to click on your site rather than those from your competitors…?

Simple! Improve your snippets with a meta description makeover.

Raj Krishnan, part of Google’s Webmaster Central, writes, “The quality of your snippet — the short text preview we display for each web result — can have a direct impact on the chances of your site being clicked (i.e. the amount of traffic Google sends your way). We use a number of strategies for selecting snippets, and you can control one of them by writing an informative meta description for each URL.”

This is an example of the HTML output needed for a snippet:

<META NAME=”Description” CONTENT=”informative description here”>

Google often prefers “to display meta descriptions of pages (when available) because it gives users a clear idea of the URL’s content. This directs them to good results faster and reduces the click-and-backtrack behavior that frustrates visitors and inflates web traffic metrics,” he states.

Raj makes the following recommendations to improve descriptions:

  • Differentiate the descriptions for different pages
  • Include clearly tagged facts in the description
  • Programmatically generate human-readable diverse descriptions for larger sites
  • Use quality descriptions

Examples and full details are provided in the complete article by Raj, found at Google’s Webmaster Central.

How Search ROI Stacks Up Against Other Tactics

MarketingSherpa has a new marketing survey, published in their Benchmark Guide 2008, that shows how Search ROI stacks up against other marketing tactics.

Email marketing is still considered the best for ROI, with Search Engine Optimization and Paid Search Advertising following closely, according to the survey:

Marketing
Tactic
Strongest
Tactic
Good
ROI
Email Marketing   25%   39%
Search Engine Optimization (SEO)   18%   36%
Paid Search Marketing (PPC)   16%   35%
Public Relations   12%   28%
Direct Mail   12%   27%
Online Banners, etc.   3%   16%
Print Advertising   4%   13%

Visit their website for additional statistics and information.

Source: www.MarketingSherpa.com

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Four Keys To Collaboration Success

Carol Lukas and Rebecca Andrews have identified four keys “essential to a well-functioning collaboration”:

1) Clarify the purpose: misunderstandings can occur when people don’t recognize and agree on a way of working together. You may think you’re getting together for just a few meetings while your colleague has the whole year planned out for both of you! Working together involves varying levels of intensity, from cooperation (low-level) to coordination (mid-level) to collaboration (high-level). Lukas and Andrews provide a useful chart that clarifies this further. Ultimately, “it’s important that everyone understands and agrees to the purpose of the collaboration, the degree of commitment required, and the expectations of the partners involved in the effort.”

2) Let form follow function: “Just as there are different ways of working together, there are also different types of collaborations.” The three main types of collaboration include 1) administration, 2) development/advocacy, and 3) service delivery. View the chart on their website to learn more about how to determine the level of difficulty, time, and impact, as well as the degree of intensity, for each type of collaborative.

3) Involve the right people: “As a rule, work with as few people as necessary to get the job done. The more people involved, the greater the number of communications; the greater the intensity; and the greater the difficulty of learning about each other, balancing power, and coordinating your work.” Ask yourself these questions when choosing partners:

  • Do you share the same goals?
  • Do they have the required capabilities and resources?
  • Do they have credibility in the community?
  • Do you have a trusting relationship?

4) Get it in writing: “The most common reason for a collaboration meltdown is disagreements and uncertainty about operating norms.” To avoid this, it is helpful to put the following items in writing: “the collaboration’s mission and purpose; values and assumptions; vision, timelines and milestones; members and membership policies; roles and contributions, policies (competition, conflicts of interest, financial relationships); and norms (participation, decision-making, communication, conflict, meetings). It’s especially important to decide what the agreements are for leadership and decision-making.”

They conclude, “Collaboration is a powerful way to accomplish what no single organization can. It’s also a complex way to work. Following these four keys will increase the likelihood of your success—and of ultimately getting the results you’re after . So take heart and remember—struggle precedes growth!”

Source: Fieldstone Alliance