Category: Internet Marketing

Still Thinking Local First

So remember in 2011 when we posted about Dane Buy Local? Well last year was a tight year for MDS and we had to cut costs in all corners, sadly we had to cut our membership out.  We made a promise that when the time was right we would re-join.  That time has come and we are excited to announce that we are now back as members. Continue Reading..

Terminology for Internet Marketing

As with any technical field, online advertising has its own terminology and set of TLA (three letter acronyms). Today let’s review some of the more important ones.

CPA: Cost Per Action. In this case, you get paid (or pay someone) when the user takes a predefined action, such as signing up for a credit card.

CPC: Cost Per Click. Self explanatory. This is the model under which Google Adsense generally operates.

CPM: Cost Per Thousand (page views). M is the roman numeral for 1000.

CTR: Click-Through Rate: how often do people click on your ads?

PFP: Pay For Performance; you get paid if your advertising is successful. See also CPA/PPL/PPS.

PPC: Pay Per Click

PPL/PPS: Pay Per Lead/Sale

PV: Page View

SEO: Search Engine Optimization; this is the process of getting your website to rank highly in search engines, particularly Google. A similar term is SEM, Search Engine Marketing, which also includes paid advertising.

Are You a Twit?

If you spend much time on the Internet, you’re familiar with twitter, even if you don’t entirely understand the appeal. Although it was started only four years ago, it’s now one of the most visited sites on the net. In fact, social media sites (Facebook, Twitter, etc) are now passing search engines as the most highly-trafficed sites on the Internet.  So what’s the big deal?

Twitter has a simple premise: what can you say in 140 characters or less? You could use it to waste time telling all your friends what you’re doing every minute of every day, but if you’re reading this, you’re probably more interested in how you can use it as a practical tool. So can you?


Twitter is the best-known example of what’s called microblogging; very space-restricted blogs. Like every other service ever made available on the Internet, people have used it for spamming links, and like most blogging software, it now uses nofollow links. In other words: linking to your websites on twitter won’t do anything for your search rankings. What it can do is help you bring in new customers and new business from your old customers.

For example, we often use our twitter page to let people know about new services we offer and articles that they might be interested in. At the time of this writing, the feed isn’t optimized yet; all it does is repeat the links from our Facebook page; thanks to Facebook’s linking feature, all you need to do is post a link and it’ll pull in the first paragraph of the linked page. Since we use descriptive permalinks, it’s easy to tell what the link is about even without other information..but isn’t there a better way?

By using a link-shortening service, we can add a description and still keep the total number of characters low enough to allow easy retweeting; retweeting is the process of forwarding on the message. For example, if we tweet “Awesome SEO article at”, one of our followers might then tweet “RT: Awesome SEO article at”, and maybe we get more visitors to this website.

There are several URL shortening services available, the most popular of which are probably and tinyurl; twitter is also moving to wrap all links using their own service. The downside of using these is that you can’t tell where the link is going without clicking on it; the upside is that it saves an awful lot of space!

So after optimization, we might announce the post on why pagerank doesn’t matter with something like this: “Why Pagerank Doesn’t Matter:″. Short and to the point. And isn’t that what twitter is all about?

HTML5, Part I: Video

I had originally planned to finish off my Web 2.0 Overview before getting into the specifics of each technology, but yesterday’s introduction to HTML5 got a lot of attention, so we’ll move it up a bit.

HTML5 supersedes HTML 4.0, XHTML 1.0, and XHTML 1.1; it provides new tags for handling many common web design elements that are currently handled with third party applications such as Flash, and standardizes elements that have never been formally documented.

What do you need to get started?
The latest versions of Chrome, Firefox, Opera, and Safari all support some but not all HTML5 features; Internet Explorer 8 has a few features and IE 9 is expected to add more. As always, when designing for Internet Explorer, be particularly careful about elements that compete with Microsoft’s own offerings – for example, IE 8 does not support the canvas tag, which would replace Microsoft’s Silverlight technology. In this series, I’ll attempt to focus on those elements that are supported by all of the major browsers, or at least mention the exceptions.

Show me the video!
Let’s start with how to embed video in a webpage. Traditionally this has been done with a third-party plugin such as QuickTime, RealPlayer, or Flash; now we have a standards-based method that should be supported on all platforms. Currently the <video> tag works in Chrome, Firefox 3.5, IE 9, Opera, and Safari 3; however, each browser supports different codecs and containers. Unfortunately, there is no one container/codec combo that works for all of these browsers, so if you want your video to show up for everyone using an HTML5 browser, you’ll need to encode it multiple times. Fortunately, HTML5 allows you to specify several videos in one video tag, leaving it to the browser to choose which one to display. To have the video display on all browsers, you’ll need the following encodings: (Converting video into the correct formats is one service a professional website designer will provide)

  • Theora video and Vorbis audio in an Ogg container
  • H.265 video and AAC audio in an MP4 container
  • VP8 video and Vorbis audio in a WebM container

Finally, to accommodate browsers that do not support the <video> tag, you’ll want to fall back to a Flash video.

So give me the tag details, already!
When you only have one video file, the tag works pretty much as expected; however, it has a number of optional (but desirable) attributes:

<video src=”videoname” width=”XXX” height=”YYY” controls> </video>

So what’s all this? The src part, width, and height should be fairly self-explanatory;  width and height are optional but should be used anyway. By default, the video tag does not offer the user any type of control over the video; the controls option adds a built-in set. Alternatively, you can write your own; the video element has methods play() and pause() and read/write properties volume, muted, and currentTime.

If you expect every visitor to watch the video,  the preload option will start it downloading as soon as the page loads; setting preload=”none” will tell the browser not to load the video until it’s requested. Finally, the autoplay option does exactly what you would expect; it downloads the video and starts it playing as soon as possible.

Several videos, one tag
What if you went ahead and made three encodings of your video so everyone using an HTML5 browser can see it? In that case, your code will look something like this:

<video width=”xxx” height=”yyy” controls>

<source src=”video.mp4″ type=’video/mp4; codecs=”avc1.42E01E, mp4a.40.2″‘>

<source src=”video.webm” type=’video/webm; codecs=”vp8, vorbis”‘>

<source src=”video.ogv” type=’video/ogg; codecs=”theora, vorbis”‘>

<object width=”XXX” height=”YYY” type=”application/x-shockwave-flash” data=”__FLASH__.SWF”>

<param name=”movie” value=”__FLASH__.SWF” />

<param name=”flashvars” value=”image=__POSTER__.JPG&amp;file=__VIDEO__.MP4″ />



Do you really need all that? Well, no…but if you don’t specify exactly how each video is encoded, the browser will find out whether it can play a video by downloading it and trying to play it, wasting your bandwidth and the user’s time. Better to put in a little extra effort beforehand! The object tags will be ignored by HTML5 browsers (as will any non-source tags inside the video tag) but will cause older browsers to display the flash movie.

Side note: the MP4 file format should be listed first, as the iPad only notices the first source listed and will fail to play your video otherwise.

Video for Everybody offers a more in-depth discussion of setting up your videos to be readable by everyone,

HTML5: Up and Running (due out next month from O’Reilly) contains a fascinating discussion of the history of HTML and instructions on encoding video.

Web 2.0, Part III: Can You Digg It?

Surfing the Internet, you’ve probably seen the buttons suggesting that you Digg the content you’re currently viewing.  So what is this Digg stuff anyway?

Digg is a social news site that was founded in late 2004; it allows people to promote articles they feel are newsworthy. Users vote to either digg or bury an article; high-scoring articles make it to the front page, after which the site owner hopes he bought a strong enough server to handle the traffic. (See also: Slashdot effect)

So if you’re trying to get lots of people to your site, getting dugg can be the way to do it. How does that happen?

First off, of course, you need good content; your site needs to be something people will want to share, something they can point their friends to and say “hey, this is interesting”. After that, you have two options. You can go to and digg your own stories, hoping people will see them and digg them as well. Or you can add a digg button to your site, allowing the people who are already reading it to give the page their vote of approval by clicking the icon.

Either way, don’t be spammy. While it’s fine to dig your own site (and is specifically allowed), it won’t be successful unless you have something people actually want to read, and if you’re the first to digg a page you’ll need to take the time to write a good description as well. But if you’ve got great content that your users are enthusiastic about, providing a digg button helps them to share your site with others.

aweb 2.0, Part II: Wik, Wik, Wiki!

These days, who hasn’t used Wikipedia? The largest encyclopedia in the world, it was created mostly by its users and, as of this writing, has a google pagerank of 9 and millions of backlinks.  Sounds like something to emulate, doesn’t it? As it happens, the software used to create Wikipedia can be yours for the low. low price of…free!

Ok, enough with the used car salesman routine.  The truth is, wikis are very useful when you have content that should be created and edited by a number of users (although they can also be used as a simple CMS – just require registration to post and don’t let anyone else register!) While there are a number of wiki implementations available, if you plan to open your wiki to the public, MediaWiki is probably your best bet because users will already be familiar with how it works through using wikipedia, wikimedia, and other MediaWiki-based sites. Access is open by default, so it you’re looking to set up a private wiki, you might be better off with a different software option.

To set up your wiki, visit to download the software, then unpack it and set up a MySQL database as you did in the building a blog articles. Like WordPress, the wiki software has a web-based configuration utility; at the time of this writing, the latest version is 1.15.4, so to configure the site I went to sitename/mediawiki-1.15.4; if your site is to be entirely wiki-based, you probably want to actually point the url to the wiki directory.

Now just follow the instructions on your new wiki page to build your site! Notice the tabs at the top of each page. Assuming you’re logged in as an administrator, one of them will be “protect”; you can use this to restrict who can edit the page. Even if you plan to let anyone edit pages, it’s probably a good idea to protect at least the main page so random people don’t come along and change it!

You can set any page to be editable by admins, by registered users, or by anyone. Further restrictions are possible – you can prevent new accounts from being created, only allow account creation by sysops, etc – but they require editing the php code; you can find instructions in the WikiMedia manual.

Now go forth and wiki!

Blogs and wikis are just a few of the services that Moonlight Designs Studio provides; check us out today!

Building a Blog, Part IV: Update Early, Update Often

Now that you have your blog set up, the tricky thing is to keep it updated; this is particularly true if you don’t have someone whose job is simply to run your online profile. Fortunately, it’s easy to have posts go up on your blog every day without actually having to write something every morning; WordPress allows you to write a post and schedule it to appear later.

If you’re at the Add New Post screen, on the right hand side above the Publish button you’ll see the words “Publish immediately”, followed by an Edit link.   Clicking on that allows you to schedule your post to go up at some time in the future.  (Do watch out, though – this defaults to 24-hour time, and if you’re not careful you could set your blog to publish in the past instead.  That, of course, could create a time travel paradox and kill us all..)

The first three articles in this series, for example, were all written last week.  Why not just post them immediately?  Well, then you’re not giving your customers any reason to come back!  Which would you rather have: a potential customer visiting every day to read your new posts, or visiting once a week when you upload them all at once?  Additionally, if you use the SEO tools we’re going to talk about in a later article, the search engines will notice every time you post an update, which helps keep your site fresh in the rankings.  Most importantly, though, look at it from the user’s perspective.  Your readers are either using an RSS feed (more on this later), in which case they’ll only visit when you post something new, or they aren’t, in which case they get annoyed when your site hasn’t been updated!

Time for an example.  One week ago today, I launched a new blog called Good News About America; I’ll be using it as an example for many of the things we’ll be talking about.  Notice that there’s no professional artwork or design involved here; it uses a standard free template that anyone can download and a few easy-to-use plugins.  The only things at all unique about it are the header (simply a few words photoshopped onto part of a photo I took) and, of course, the content.

As you can imagine, only a few days after launch, the blog doesn’t have a ton of visitors.  It is, however, being regularly indexed by the search engines and has already started receiving some traffic.  As an experiment, I deliberately stopped posting for over 24 hours; here are the results: [1]

Pretty impressive, eh?  In the first five days, I had 34 visitors, 116 pageviews, 290 spiders, and 8 feeds.  On day 6, I had exactly one of each.  However, after posting a new article and waiting a few minutes:

The second screenshot was taken less than an hour after the first one, maybe half an hour at most after the site was updated, and already it’s been spidered four more times. By the end of the day, it had been spidered 38 times and had 9 feeds.

What should you take from this?  I’m hoping these three points:

  1. Your blog should be updated daily, at minimum
  2. You should be monitoring traffic to see how changes affect your visitors
  3. You should be letting the search engines know when you update, something we’ll discuss in tomorrow’s article.

Next time: WordPress plugins you absolutely need to use.


[1] The reason there are no statistics for the day the blog launched is that the tracking plugin hadn’t been installed yet; we’ll talk more about it in the article on adding plugins to your blog.

Building a Blog, Part III: Making Your First Post

When you first start your blog, you’ll already have one post and comment; you’ll want to get rid of these samples before you start actually writing.  Click on Posts in the sidebar; this takes you to a list of your posts (currently just the one); by mousing over the sample article, you’ll get the option to send it to the trash.  Now, let’s add some real content.

In the sidebar or at the top of the page, click the button that says Add New.  This brings you to a simple form with a number of fields; the only ones you need to worry about to start are the first two boxes, which are the title and the body of the post.  The title should be something descriptive that draws people in and makes them want to read what you have to say; the body can be whatever you like.  Go ahead and type something into both fields.  Now look to the right and you’ll see a box labeled Publish.  What you’re currently working on is a draft; you can hit Save Draft and it’ll be ready for you to come back to and finish later.  Alternatively, you can go ahead and hit the publish button; this will put the post up on your website for all to see.  Not sure how it’s going to look?  Go ahead and click Preview first; in fact, I recommend always previewing your post and reading over it for errors before it goes live.  The preview function will show you the most recently saved version of your article, so if you’ve just made changes and it hasn’t autosaved yet (and you haven’t hit the Save Draft button) you may not be looking at the most recent version; when I finish typing an article, the first thing I do is save it and then read it over for errors.

One of the nice things you can do is categorize your posts, which makes it easier for people to find what they’re looking for.  By default, everything goes into the Uncategorized category (you can change this in your settings), but you can put it into any categories you want; just click Add New Category and then be sure the boxes for every appropriate category are checked.  You can further help your users (and search engines) find the appropriate articles by adding tags; for example, this article falls under our category Web World, but is also tagged as dealing with blogs.

The key to making a good blog is to write about something you’re knowledgeable about and interested in, and to avoid things that turn people off, such as spelling mistakes.  An SEO specialist would also be checking for proper keyword placement (among other things) to help the site rank highly in search engines.  For example, there are a huge number of businesses with the name “X Ear Productions”; a Google search for ear productions turns up about two and a half million websites, with names such as Broken Ear Productions, Write In Your Ear Productions, Flapping Ear Productions, Dog Ear Productions, etc.  Very little SEO has been done for Moonlight Designs Studio, but we’re still on the first page of the results.  The more unique your business is, the easier it is to get you top placement for the appropriate search terms; this is particularly true if your business targets a particular geographical area. However, building a loyal customer base has always been about providing good service, and in the case of websites, this means providing useful content.  So get writing!

Building a Blog, Part II: Configuring WordPress

Ok, so you’ve followed the instructions in part I and you now have…a simple, very blue blog.  Doesn’t look very interesting yet, does it?  Don’t panic!  We’ll be spicing it up very shortly.

If you’re logged in to your dashboard, you should see a sidebar with a number of links including Posts, Media, etc.  The one you want right now is at the top of the second batch of links and is labeled Appearance.   You’ll see your current theme (the WordPress default) and probably the classic theme.  Not very exciting…but there are tons more to choose from!  At the top of the page, next to the Manage Themes title, is a button marked Add New; click on it and you’ll be treated to a huge number of free themes you can use for your site.  When you see one you like, just click install; once it’s installed, click activate to (you guessed it!) activate the theme and change the appearance of your blog.  There are many paid themes as well, some costing hundreds or even thousands of dollars, but to start you should stick with the free themes until you know what you like.

One of the options in the Appearance dropdown is Custom Header; this allows you to upload your own header image rather than using the default.  You can crop your image from within WordPress, but you’re better off just uploading a correctly sized header: 850 by 120 pixels.  The appearance of your blog is very important, as it needs to match the rest of your site; if you’re not a graphic artist, it’s probably a good idea to hire one to create your header image.  Research shows that customers have more trust in websites that have a professional look, and consistency plays a big part in that.  For example, this blog’s style matches that of our main site, although they were designed at different times.

Underneath Appearance is a link called Plugins; this is where you can download software that adds additional functionality to your blog. WordPress ships with Askimet, which helps keep spam out of your comments, but you have to sign up for a (free) key and activate it before it’ll work.    As with themes, there are a huge number of free plug-ins; you’ll want to read the comments and find some that interest you.  We’ll recommend a few in a future article.

Under Settings, you can change the blog title and tagline; just delete the tagline if you don’t want it to be superimposed over your header.  You’ll also set things like your time zone and the format to use for the date and time of your posts and comments.

You’ll notice there are a ton of various options that can be set, but the defaults should work until you’re up and running.  Next time, we’ll talk about making your first post.

Building a Blog, Part I: Setting up WordPress

These days, everyone and his brother has a blog; not only are they an easy way to communicate with your customers, they’re an easy way for your customers to communicate with you.  Google often highlights cool things in the Official Google BlogMicrosoft has a blog, even McDonald’s has a blog…and now you can, too!  We’ll walk you through the steps.


The most popular blogging software these days is called WordPress, and it’s available in three flavors , all free –, which is the easiest and gets you a address,, where you download the files and install them on your own web server, and wordpress MU (multiuser), which allows you to administer hundreds or thousands of blogs.

Your blog will presumably be,, or – in other words, for a business blog, you probably want it under your own domain, not a subdomain under wordpress.  Unless you’re planning to have your customers set up their own blogs on your site, wordpress MU is probably overkill.  So we’ll look at the process of setting up a blog.  For this article, we’ll assume you already have a domain name set up and have ftp and ssh access.  Not sure what those terms mean?  Not to worry – we’ll be posting about them in the near future.  (Of course, if you don’t want to mess with the technical stuff at all, it’s easy to hire someone to do it for you; us, for example! ;-) )

Installing WordPress is pretty simple.  First, download the files; if you want to do everything with ftp and you’re running Windows then you’ll want the .zip file, otherwise you’ll want the .tar.gz.   If you downloaded the zip file, go ahead and unzip it, then FTP into your account and upload the files.   If you have shell access you can upload the .tar.gz file, then ssh in and type tar -xzvf filename.tar.gz (where filename.tar.gz is the actual name of the file; at the time of this writing, it’s wordpress-2.9.2.tar.gz).  Alternatively, you can skip ftp completely and download WordPress directly to your server by typingwget, then open it as above.  Linux will extract the files into a new directory called (shockingly!) wordpress.

The next step is to go to your control panel and set up a MySQL database; you’ll get a screenful of useful information (specifically, database name, user name, password, and database host) that you’ll need for the next step.   Finally, fire up your web browser and go to; enter the information you just collected and a minute later you’ll be good to go.

Next time: configuring your blog