Is UGC as we know it under threat?

February 25th, 2010 by Dave Lees

judgeThis week an Italian court surprisingly convicted three Google executives over the uploading of a video in which an autistic teenager was bullied. Despite removing it within a matter of hours after being notified by the Italian police, David Drummond, Peter Fleischer and George Reyes were all found to be guilty of violating Italian privacy laws.

This is not the first time the Google giant has had problems with privacy laws. Just last week Google’s new social networking site Buzz came under fire from The Electronic Privacy Information Centre who lodged a complaint with the US Federal Trade Commission claiming Google breaks consumer protection law. It will be interesting to watch how that develops.

However, this latest development threatens to set a dangerous precedent in Italy in which sites can be held accountable for what’s hosted on their servers. This could have major ramifications for sites which rely on user-generated content such as social networking sites.

The video in question was removed on November 7th 2009 after a complaint from the police, and according to European Union laws this should have been enough to prevent them from being liable since the content was immediately removed once they received notification, however in the eyes of the Italian judge this was not enough.

If this is the case, then to avoid future threats all content will need to be moderated before appearing on the site. This could prove to be quite an issue, since more than 20 hours of video are uploaded every minute from around the world to YouTube. To watch all of this would require 1,200 members of staff/couch potatoes!

So if moderation is not possible then what are the possible implications for other sites which rely on user-generated content? Could Twitter suddenly be found accountable for any libel which is tweeted? Is Flickr responsible for every image uploaded that violates its terms of service?

Whether or not this will set a worldwide precedent remains to be seen. Google have already stated they will “vigorously appeal” the decision, and hopefully the charges will be dropped (especially since those charged were in no way responsible for the content, and were simply held accountable by virtue of their position within Google, according to David Drummond, one of those convicted).

If however the convictions are upheld then this will send shockwaves around the internet. If other countries were to adopt a similar stance to Italy then the looming threat of legal action could cause sites to suspend operating in certain countries (or at least dramatically change the way in which content is moderated), thereby limiting the freedom of the internet and the benefits it offers.

SEO for large retailers: prioritise or plummet

February 24th, 2010 by Gary Preston

online_retail“I’ve got 60 product categories. For each of those there is a generic keyword I’d really love to rank for in Google. Each of the keywords is highly competitive in its own right.   Where on earth do I start?”

Sound familiar?

I’m sure you understand which generics you’d like each category page to rank for. You also understand that for each of these generic keywords there will be a host of sites competing for the same keywords.

Maybe you  sell LCD TVs, Women’s Dresses, Men’s Shirts, Vacuum Cleaners, (insert your category here). Obtaining top visibility for such a diverse set of products categories & associated generic keywords is not going to be easy.

Go ahead and type in “LCD Tvs” into Google and you’ll see a variety of sites including LCD specialist shops, department stores as well as guide and review sites.

You’ve probably already setup multiple product categories on your website, each of which is optimised to the core generic keywords associated to that category. You’ve worked hard to ensure you’ve ticked all the boxes with on-site SEO.  Title Tags, ALT text, unique, fresh content and even some clever adaptations to your internal linking architecture to ensure that your most important categories are getting all the link love they need.

It’s all helped and you’ve seen noticeable jumps in position against all your generic terms. Job done? Unfortunately not – if only it were that simple!

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Propellernet’s (Brighton to London) Graffiti Mural - Time Lapse Video

February 17th, 2010 by Chris Clapham

propellernet_graffitiAs you’ve probably already seen, Propellernet has recently relocated to lovely new and inspirational offices in the centre of Brighton!

One of the things that makes our new office space really unique is the 30-foot graffiti mural, depicting the journey from Brighton to London. We commissioned  Dave Samual, from RareKind to complete our piece. RareKind are a specialist graffiti agency, responsible for some of the UK’s best graffiti artwork.

A few months back, as the graffiti was in the planning stage, we decided we would find someone to help us produce a short time lapse video, capturing the creation of the Mural. We found Brighton-based camera man and video producer Greg Brand, who has done an fantastic job of doing just that!

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Linkbait, your website’s best mate

February 3rd, 2010 by Annelies Van de Velde

compare_the_meerkatThe holy grail of SEO, a self-feeding SEO machine, and all that jazz…

When the quirky meerkat Aleksandr Orlov appeared on our screens in 2009 to inform us of the difference between Comparethemarket.com and Comparethemeerkat.com, some brilliant linkbait was born.

The spin-off site Comparethemeerkat.com (where you can compare thousands of meerkats), has attracted nearly 10,000 inbound links, from people compelled to spread the meerkat word. By linking the spin-off site to the main price comparison site, Comparethemarket.com will have been able to pass on valuable link-juice and gained some well-earned Google-love. Simples!

So what is linkbait?

According to the head of Google’s Webspan team and SEO-guru Matt Cutts, linkbait is anything “interesting enough to catch people’s attention”. More specifically, linkbait differs from viral content in that it’s not just designed to be spread around, but to be linked to aswell. And while the primary purpose of linkbait is to attract inbound links, it can also help to generate press, create a buzz and drive traffic.

The beauty of linkbait is that once you have created your interesting content and told a few key people about it through any type of media channel, it can quickly snowball around the net and translate into numerous inbound links from blogs, Twitter, social networks, etc … These key people are often referred to as the LINKERATI (a term coined by Rand Fishkin of SEOMoz fame) and carry a lot of weight in the world wide web.

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Propellernet HQ relocates to Brighton!

January 25th, 2010 by Chris Clapham

pulpfiction_sceneAfter 7 years at 40 Church Road in Hove, the time has finally come for Propellernet to move to swanky new offices in the centre of Brighton!

The Hove office has served us well, but as we continue to grow and win new clients, it’s time for a fresh and much needed change. We started with one room in the Hove office and over time we took over the entire building, eventually running out of space. Now we’ve joined the vibrant digital community in the centre of Brighton, with some inspirational open plan offices.

Months of planning have gone into our new office move and it’s been a love/hate project for Jim, our finance director who has done a brilliant job pulling it all together in such a short period of time.

Jim worked with a number of people on the project including our designer, Nicola Gobat, whose brief was to deliver a creative, functional and innovative space for Propellernet staff to work in. Nicola has far exceeded expectations, creating a wonderful office environment to accommodate our future growth. Thanks Nicola!

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MDHub Seminar: Introduction to Search Engine and Website Optimisation

January 15th, 2010 by Chris Clapham

mdhub100_logoThis week saw myself and Stu Bowker presenting on behalf of Propellernet at the MDHub 100 SEO & Google tools seminar, at the Sussex County Cricket ground.

Our presentation gave a basic overview of SEO, exploring some link building tactics and the role good online PR can play. We also touched upon the power of conversion optimisation and detailed lots of free tools available to get you started.

One of the key themes that came out of the session was that Google wants to provide the most relevant search results to users, offering the best user experience possible, encouraging searchers to come back time and time again.

So how does Google decide who gets the top spot and ensure results stay relevant…? Well Google’s search algorithm looks at a host of factors, but particularly important ones include good and relevant on page content mentioning the keywords you are targeting, as well as relevant and authoritative external links to that content.

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Good Idea + Social Media = Big Impact

December 24th, 2009 by Aaron Kempen

thebigideaIf you’ve somehow remained unconvinced that social networks can profoundly affect people, organisations and businesses all over the world, then there were a few social media campaigns that during 2009 that probably grabbed your attention. Forget the frantic rush to log-in to Facebook and un-tag yourself from a Christmas party photo, something much bigger happened this year that will should pave the way for even more powerful campaigns in the future.

Whilst there are of course much more important issues that the UK Christmas number 1, the Facebook campaign to get Rage Against The Machine to the top of the charts ahead of the X Factor winner is perhaps the biggest demonstration yet that social networks can have a fundamental influence. Part time DJ Jon Morter started his Facebook group as a ‘bit of a giggle’, but the campaign went stratospheric when comedian Peter Serafinowicz urged his 268,000 Twitter followers to join in and  “Killing In The Name” went on to sell over  50,000 more copies than Joe McElderry’s The Climb.

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How to create a successful online PR campaign: 3 great examples

December 8th, 2009 by Eshe Brown

share_my_playlists_logoAs a leading online and social marketing agency, customer insight is at the heart of everything we do.  Using our unique revenue potential model and persona insight tool as part of a strategic planning phase, we identify the most lucrative keyword areas and ensure we build a holistic view of our clients’ brand, their customers and their journey.

How does this influence how we create an online PR campaign?
Persona insight is a crucial part of our strategic planning phase and shapes our clients’ overall marketing strategy, but it also determines so much more in terms of online PR.

Our online targets, the tone of voice we use, what content we create and what messages we put into a campaign are all determined by the results of the Persona Insight research.  So before we develop any content for online we always conduct a media audit and evaluate this back to our client objectives and targets.  This ensures the content we produce for online not only captures the attention and interest of the target audience but also the media we are positioning it to as well.

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Corporate suicide or earth-shattering money making scheme?

November 26th, 2009 by Dave Lees

newspaperMedia mogul Rupert Murdoch has been causing quite a stir recently by threatening to block Google from News Corp sites. The reason for doing so is that he believes search engines are effectively stealing his content by displaying headlines in search results.

However, according to Google they send news organisations “about 100,000 clicks every minute”, whilst Hitwise also claim that 25% of WSJ.com’s traffic is from Google, so can News Corp really afford to lose this huge source of traffic and revenue? According to Murdoch they can, and in a recent interview with Sky News he said:

“What’s the point of having someone come occasionally, who likes the headline they see in Google, come to us? Sure, we can go out and say we have so many millions of visitors, you’d better advertise, and so on. The fact is, there’s not enough advertising in the world to go around to make all the web sites profitable. We’d rather have fewer people coming to our web sites but paying.”

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The holidays are coming: online marketing tips for Christmas

November 17th, 2009 by Stu Bowker

santaLet’s face it, we all love Christmas. It’s a great time of year where we reflect on the year just gone, eat mince pies, watch the Queen’s speech, listen to The Pogues on the wireless (oops DAB Digital Radio) and laugh at Grandad as he drops his false teeth in the dog’s food bowl and farts as he bends over to pick them up.

However, the build up to this festive event (Christmas, not Grandad’s farting), is a frenzy of activity for retailers as they fight for customers both on and off the high street.

Christmas shopping online is becoming a growing trend. I for one plan on buying most of my presents online from the comfort of my own warm home, away from the crazed masses on the wet and blustery high street. But with so much choice online, how am I supposed to choose one e-tailer over another?

Here’s a few tips to help online retailers stand out from the crowd and get those all important extra sales.

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