Category: Office News

Article Marketing

Have you ever wondered why there seem to be so many pages on the internet that have no point whatsoever, just a bunch of links? If you guessed it’s for the search engines, you’re right! Because Google gives a lot of weight to the incoming links that a site has, webmasters naturally want to get as many links as possible. Of course, many of them don’t know what they’re doing and either put up pages with several hundred links (which do basically nothing), pay someone to add their site to such a page (which both does little good and risks getting their site deindexed when Google finds out they were buying links), or buy software to spam millions of blogs with their links (which has the net result of annoying a lot of people and convincing them to install anti-spam plugins such as Askimet).

But then you have articles which are a reasonable size, readable, and have no more than two or three links. Sometimes they’re really good, sometimes they’re, shall we say, not so good. However, every page on the site will have a (usually short) article with exactly two to three links.

Welcome to the wonders of article marketing! You’ve likely stumbled across a site with contributions from a number of different people. Sites like this have two purposes. First, the site makes money for its owners through advertising, usually Google Adsense; a great example of this is ezine articlee, which Google seems to be quite fond of. The people writing the articles don’t get paid, at least not in money, but they get something else: several links to web pages of their choice, using anchor text of their choice.

As with any other tool, article marketing is often misused; many people throw out all kinds of crap onto the Internet with nary a care as to whether it will be useful for anyone. Indeed, once you start looking into this area, you’ll likely be bombarded with advertisements for “spinning” software that will take your article and swap out words to make a number of other poorly written articles that are just distinct enough to avoid being marked as duplicate content by the search engines; they suffice for links, but tend to read badly and are not useful for the user. The spinners don’t care; after all, these articles aren’t meant to be read, only to get links.

And then you have people who use article marketing the way Moonlight Designs Studio does. It’s quite possible that you first found this blog by reading an article we’ve played elsewhere on the web; while the primary purpose of these articles is still links, we still expect to get readers from them because they’re well written and informative. In short, they give the reader useful information and direct them to where they can find even more. Google approves of this, because it helps them to meet their core goal: giving the users what they want. And when Google and webmasters are working together towards a common goal – connecting searchers with high-quality information that is directly relevant to their search – everybody wins.

Advanced CSS: Adjacent Sibling Selectors

In my web articles thus far, when I’ve talked about CSS it’s been in terms of the basics: the box model,relative positioningpage flow, etc. In the Advanced CSS articles, I’ll be talking about aspects the you wouldn’t normally find on every page. This isn’t necessarily new stuff from CSS3, just things that you wouldn’t normally need to know to do CSS design, but can come in handy sometimes.

Generally with CSS, we select an element based on its class or ID and on its ancestors. However, sometimes we need to be a little more specific. For example, suppose that every paragraph in each section, starting with the third paragraph, should have special formatting. (Why that might be, I don’t know…but CSS is very flexible!) The adjacent sibling selector will let us do this! We simply write:

p + p + p {

rules go here

}

This says that the style only applies to paragraphs which have two preceding siblings, where a sibling is another child of the same parent.

This example was a little contrived; how about another one? Suppose that we have a page with a number of h2 and h3 headers, and we want the first h3 header in each section to have special formatting. We can’t use the :first-child psuedo-class because the h3 we want is not actually a child of any h2; it simply appears immediately after it. As such, we’ll use the following code:

h2 + h3 {

font-color: #6CFF0A;

}

Now every h3 tag which immediately follows an h2 tag is bright green, as desired.

Note: the adjacent sibling selector does not work…wait for it…in IE6 and below.

Keyword Stuffing

Earlier today, I was working on an article for another site and needed some anecdotal statistics, which I obtained by taking a look at the computer services section on craigslist.  I noticed that a lot of the website designers and so-called SEO experts advertising there are still trying to get away with keyword stuffing.

Keyword stuffing is a spam method that was employed in the 90s and the first half of the past decade; unethical web designers would fill their keyword meta tags with a huge number of unrelated keywords in an attempt to get their page to show up at the top of the search results; this is why many search engines no longer use that tag. Another common technique was to simply put a big list of keywords at the bottom of the page, possibly using cloaking techniques to make them visible to search engines but not to the users.

One thing many people are not aware of is that Google actually does employ human beings to check websites that are flagged by its software and see whether they’re legitimate or spam; as you can imaging, sites that are marked as spam don’t have much luck getting Google traffic after that! Keyword stuffing is one of the main things that these people are instructed to look for.

So noticing that a number of the craigslist posts had keyword stuffing in them, I checked out the webpages they were linking to and found the same thing: keyword stuffing in the meta keyword tag, in the body of the page, or both. Shouldn’t a “professional web designer” know better than to use SEO techniques that Google has been penalizing for half a decade?

Now, don’t take this to mean that you shouldn’t use relevant terms on your own site! This post contains a number of terms that we’d probably like to rank for – professional web designer, SEO, etc. But notice that they’re not in a list at the bottom of the post and they’re not repeated over and over; rather, they’re being used naturally. If a Google engineer was to come check out this page, it would get an easy “not spam” classification, because everything on it is legitimately there for the purpose of providing useful information to the reader. We also use tags on many posts; if you look down a bit, you’ll see that this post is tagged with several terms to help Google (and our on-site search) tell what this page is about. The difference is largely in scale, as well as intent: we’ve added a small number of terms relevant to this page, rather than pulling out the thesaurus and emptying it out!

Cross-Browser Compatibility

One thing that causes a lot of headaches for web developers is getting sites to look good in every browser.

Notice that I did not say, getting a site to look the same in every browser. While it’s possible to get a site to look more or less the same, there are always going to be minor differences and it’s generally more trouble than it’s worth. As long as the site looks good and has consistent branding, there’s no reason that it needs to look identical on every computer.

Once you realize that, web design becomes much less of a hassle. One method is to build out a basic site that will work in every browser, then add flourishes that will improve the viewing experience for people with modern browsers, without taking anything away from those who are still using older browsers.

HTML5 and CSS3 offer some great examples.  Suppose you want to have some really nice-looking buttons. You can put in rounded corners and add a background gradient to make the buttons stand out.  Visitors running Internet Explorer won’t be able to see this, and will just get the regular old buttons, so to them it’s the same as if you didn’t make any changes at all, but other visitors get an enhanced browsing experience.

Or consider HTML forms. The new input types in HTML5 degrade gracefully; any browser that doesn’t know how to handle them simply treats them as text inputs instead. As a result, older browsers get the same experience they always have, but more modern browsers get a better presentation.

In short: design your sites to look good on every major browser. Then, if you like, use modern tools such as HTML5 and CSS3 so that, on modern browsers, the sites look even better.

Pagerank, Relevance, and the SERPs

We’ve previously talked about why pagerank doesn’t matter, but a number of people still attach a great deal of importance to it. It’s easy to see their point: plug pretty much any search term with any competition into Google, and the top results are likely to be mostly high-PR sites.

What many people don’t realize is that the high PR is a symptom of what’s making the page rank well, not a cause.

What does that mean? Well, suppose I have a website talking about topic X. This is a really good site, so I get a lot of links to it, many of which will have anchor text that says “X”, “page about X”, etc. All of these links are telling Google that my page is about X; additionally, each one is also a vote for the page. Thus, when somebody searches for X, Google sees that my page is both relevant and popular, and thus returns it close to the top of the search engines.

However, all these pages that are linking to me are also passing on link juice, especially if some of them have a high page rank. As a result, the PR on my page goes up!

Just as one example, go to Google and search for the term pagerank doesn’t matter. I did that just now and looked at the top five results. (Granted, this isn’t a particularly competitive term). Three are PR0 (including the page on this site, which in spite of being fairly new comes up second), one is PR3, and one is PR5. The PR5 page is in 5th place, behind the three PR0 pages! Interestingly enough, that PR5 site is actuall Matt Cutts (who heads the Google webspam team). Why is our page beating his? Because even though his has better page rank (due largely to being on a PR7 site), it’s talking about PageRank sculpting; our site is more relevant to the search term.

Would that page show up in the top five if it didn’t have PR5? Probably not; the PR does elevate the page’s importance over other pages with similar relevance but less link juice. This is, however, a good example of how relevance trumps pagerank.

Page Flow, Inline and Block Elements, and Relative Positioning

The HTML flow model is pretty simple: every element goes in a box, and the web browser stacks up those boxes when you view the page. Block boxes, which are generated by tags such as <p> and <h1>, get stacked on top of each other, while inline elements stay (surprise, surprise) in a line (unless the line reaches the edge of the container, in which case it runs over to the next line). Easy enough, right? Although elements have a default type (block or inline), you can change this in your CSS with the display: property. You can also set display: none, which keeps the element from being displayed on the page at all. All of these elements, whether block or inline, are considered to have static positioning.

However, when you use relative positioning, this actually removes an element from the flow. Your browser will render the page as if the relatively positioned element is where it’s “supposed” to be, but you can actually move it around; this may result in it covering up other elements. Absolutely positioned elements are also removed from the flow; as previously discussed, they’re placed relative to the closest ancestor which is relatively positioned (this may be the html element). While other elements behave as if relatively positioned elements are still at their normal location, they act as if absolutely positioned elements do not exist. Every absolutely-positioned element has its own z-index level, so that it will appear above or below anything it overlaps with (even other absolutely positioned elements); while these are set by default (with elements that appear later in the file getting larger z-numbers and appearing on top), you can override them using the z-index property.

Tip: Ever end up with an unclickable link on your webpage? This may be caused by a transparent, absolutely positioned element which is covering up the link. IE7 and below have a bug that allows you to click through the above element, so you’ll actually see the behavior you want (a clickable link) in IE6 and IE7, but not in modern browsers.

Understanding Relative Positioning in CSS

One aspect of CSS that can be a bit confusing (not that there aren’t plenty of those) is relative vs absolute positioning. It really seems a bit backwards at first.

Suppose you have the following code:

#container {
position: relative;
}

You might think this means that you’re not positioning container relative to something else, but in fact it means that other boxes inside container can be positioned relative to it. If you give absolute positioning to elements inside container, they’ll now have an absolute position relative to the container. Confusing enough? Consider this example:

#badlynamedbox {
position: absolute;
top: 0;
left: 0;
}

Badlynamedbox will now appear in the upper left corner of the container, not the brower window (although it’s possible these could be the same). Very useful! More formally, an absolutely positioned element will be positioned relative to the first relatively positioned ancestor; if there are no ancestors that are explicitly defined to be relatively positioned, this will be the html element.

CSS Programming and IE6, Part 2: The Box Model

Let’s start with a quick review of the CSS box model.

Suppose I have a div. From the outside in, I first have the margin, which is distance from the surrounding elements. Then there’s a border. Inside the border is padding, and inside that is the content.

In a modern browser, the total width that the div takes up on the screen (from the border in) will be the combined widths of the content, padding, and border. For example, given a div with width of 80px, border 3px, padding 7px will take up 100 pixels (80 + 3 + 3 + 7 + 7), as specified by the CSS standard. In IE6, it will take up 80 pixels, as internet explorer considers the border and padding to be part of the specified width. Accordingly, if you use the same style sheet for all browsers, your divs are likely to look much thinner when viewed with IE6.

The other major problem related to the box model is known as the double margin bug; when a box is floated against the edge of the containing div, IE6 will double the margin on that edge.  There are several hacks to fix this; without getting into why they work, just know that you can get rid of the error by adding one of two statements:

display: inline;
zoom: 1;

Neither should have any effect on other browsers; in fact, because zoom is a Microsoft-specific thing (nothing other than IE recognizes it), non-Microsoft browsers will ignore it completely (although it will make your style sheet fail a CSS standards check).

Meet Our Newest Staff Member

William Springer
Web Consultant

Since teaching himself to program at age eight, William has never been far from computers. After completing his bachelor’s and master’s degrees in computer science at the University of Colorado, William taught for two years before attending Colorado State University for his PhD.

After a number of years in academia, William was anxious to get out and do something; he decided to pursue his long-time interest in web design and joined his wife Brit at One Ear Productions, where he is currently specializing in CSS and SEO amoung other internet interests.

In his spare time, William enjoys playing heavy economic board games and reading science fiction. For the last few years he has also been very interested in digital photography, and is currently studying high dynamic range photography.

Partnership with Wild Critter Media

Moonlight Designs Studio is proud to announce the partnership between Moonlight Designs Studio and Wild Critter Media.  Like us Wild Critter Media provides the best solutions for their clients. We are excited to form this partnership as we have been working together for the past few months now testing out the waters.  What makes it easy is that we have the same goals/ideas for our clients.  We look forward to building a life long partnership and working on projects together.

If you would like us to provide you a quote on your project please contact us!