Ycademy Online Seminar February 2009

Pub­lish­ing Online

Vou­liag­meni, Feb­ru­ary 22, 2009 — by Yorgo Nestoridis

The best answer is: do as the Big Boys do, not as they say! Pub­lish­ing to grab vis­i­bil­ity needs a con­cept and what is scal­able upwards, is also scal­able down­wards for a long as the cost does not wipe you out from the radar. And here comes the most impor­tant prin­ci­ple we have always been fol­low­ing at YORGOO — Ycademy:

Econ­omy of scale (down­wards) is a mat­ter of team-work, where work, cost and results are shared.

One of the most impor­tant fac­tors is: your cre­ative work escapes you as it is picked up and framed by large net­works. This is often due to a Catch 22 sit­u­a­tion: to pro­mote your web site you pro­mote it on book-mark sites such as Google, Deli­cious, Tech­no­rati, Blog­cat­a­log as well as on social net­works who have estab­lished high pub­lish­ing power, vis­i­bil­ity and authority.

Your pub­li­ca­tion con­tributes to their dom­i­nant posi­tion in the mar­ket which has as a logic con­se­quence, that they occupy a good part of top Google listings.

In as much as you are con­cerned, your con­tent is doing exactly that: it pro­motes some­one else’s pub­lish­ing framework.

Most Blog­ging Gurus advise to profit from the pos­si­bil­ity of pro­mot­ing your Blog on such large net­works and they also may have sold you a Blog­ging Tem­plate or script, where your adver­tis­ing is organ­i­cally sep­a­rated from your orig­i­nal con­tent: your blog posts are clean, your ads are usu­ally in the Sidebars.

The large net­works are obvi­ously not inter­ested in your ads, but in your orig­i­nal con­tent only. That con­tent can be stripped eas­ily using con­tent feeds and embed­ding such con­tent into the Big Brother’s frame­work … where Big Broth­ers Ads are then asso­ci­ated to YOUR content.

In other words: if you want vis­i­bil­ity, you need the help from Big Brother and you pay the price for it: you lose your income potential.

YORGOO Pub­lish­ing has started build­ing a Pub­lish­ing Net­work with two main objectives:

1. A high degree of vis­i­bil­ity of the YORGOO Pub­lish­ing Frame­work and

2. A High Vis­i­bil­ity of the pub­lished Authors.

In clear text: YORGOO Pub­lish­ing as a Frame­work and the Authors should rank ahead of Big Brother Frame­works on Search Results. 

 

After almost 12 months of test­ing and imple­ment­ing var­i­ous strate­gies we are able to draw first con­clu­sions which we share and imple­ment at Ycad­emy, namely in our online Seminars.

We dis­tin­guish between the fol­low­ing ele­ments we focus on:

The Authors’ Authority

The Frame­works Authority

The Pub­li­ca­tions visibility

 

YORGOO Pub­lish­ing Model

 

 

 

As a cre­ator of orig­i­nal con­tent you can build author­ity namely if your con­tent is ‘branded’ and if your Pub­lisher respects that brand­ing. An Author’s notice with a link back to the Author’s source is appropriate.

Rec­om­men­da­tion: An Author should have a source site, through which he pro­vides con­tent to the Pub­lisher and link back to the source site from each piece of con­tent cre­ated and pub­lished. Exam­ple: YorgoNestoridis.com

I use the Semi­oman­tics Author Script for this pur­pose which forces con­tent focused clean code, prob­a­bly one of the most impor­tant cri­te­ria for gain­ing author­ity, atten­tion and the good­will of publishers.

 

Host­ing South Africa

A Pub­lisher needs a Frame­work with high vis­i­bil­ity, mean­ing: top Google list­ings, and loads of them in the key­words rel­a­tive to his tar­get. To achieve that goal, good con­tent is not suf­fi­cient. The Frame­work itself can acquire rep­u­ta­tion and author­ity. Once the Frame­work has achieved such author­ity, most any con­tent pub­lished within that Frame­work will get high visibility.

Rec­om­men­da­tion: A Frame­work should be able to place itself on Search Engines ahead of Big Brother sites. It must be flex­i­ble, seman­ti­cally effi­cient and highly opti­mized (on-site opti­miza­tion as well as off-site opti­miza­tion) to beat large pub­lish­ers reg­u­larly, pro­vid­ing a more tar­geted expe­ri­ence than the usual mash up and approx­i­mate opti­miza­tion Big Broth­ers can live with. Exam­ple: YORGOOPublishing.com.

I use a com­bi­na­tion of Pub­lish­ing and Aggre­gat­ing Soft­ware, sim­i­lar to the Ycad­emy Pro web­sites at Ycademy.net. The Semi­oman­tics Pub­lisher Script allows to aggre­gate mul­ti­ple authors to stream-line con­tent in a search engine effi­cient way to the out-put pub­li­ca­tion (the web­site) which can either be on the site itself or which can be a third site pro­vid­ing post-editing facil­i­ties to pro­duce a reader-friendly appeal­ing Pub­li­ca­tion (Exam­ple: YORGOOBlaster.com).

 

The final prod­uct of the effort is a Pub­li­ca­tion, which must pro­vide well coded tar­geted and frame­work con­tex­tual con­tent which besides being highly opti­mized (read­able by spi­ders and bots) must pro­vide an appeal­ing expe­ri­ence for the read­ers. Read­ers feel at easy when they find quickly what they are look­ing for, when the lay­out and graph­ics are attrac­tive, when the style pro­vides easy access and read­abil­ity and when in the end the reader either book­marks us to return and/or reg­is­ters with our feeds or site.

 

  

 

Host­ing YORGOO Blaster

Adver­tis­ing is Publisher’s priv­i­lege and we there­fore need to think about cre­at­ing the mix of con­tent and adver­tis­ing in a sys­tem­atic way on our Pub­lisher Site (Frame­work). Imag­ine the fol­low­ing sce­nario: The Frame­work pro­vides adver­tis­ing space for exam­ple on the side­bar. Such ads are easy to strip by extract­ing con­tent Feeds only.

It is there­fore inter­est­ing to include Adver­tis­ing links directly in the con­tent as well as in the Feeds (ad on ads). Ycademy.net web­sites use automa­tion soft­ware for this process, pro­vid­ing thus an out-put which car­ries the ads within the content.

Trigger-words are pre-configured to gen­er­ate hyper­links to exter­nal or inter­nal ads, sales pages or other pro­mo­tional mate­ri­als. As these links are cre­ated in a con­tex­tual way and as the link tar­gets are well known by us, all links lead to con­tex­tual con­tent on a site under our own con­trol with the advan­tage that we don’t need to con­fig­ure the links with a ‘nofol­low’ instruc­tion for search bots.

The result is amaz­ing: Google will appre­ci­ate to fol­low links where at the other end there is con­tex­tual con­tent. The site we tar­get prof­its from a link in, and the pub­li­ca­tion gains author­ity by pro­vid­ing access to addi­tional rel­e­vant con­tent. Last but not least: we profit from our author­ity as a Frame­work and Author to ‘rec­om­mend’ to our read­ers prod­ucts and ser­vices we are com­fort­able with.

 

Do you remem­ber when almost 2 years ago Face­book abused its users Author­ity to pass on ads to the users’ friends and rela­tions, cre­at­ing thus the impres­sion that the user was rec­om­mend­ing the pro­moted ser­vices or prod­ucts? Face­book lost the legal bat­tle. How about if large pub­lish­ers asso­ciate their ads to our con­tent from the side­bar or in the con­tent area of their sites? It seems that this is OK, look­ing at the way even Google is deal­ing with the issue.

How about stick­ing Hyper­links under trigger-words pro­vided by third party Author’s content?

In fact, the result is even more excit­ing than what Face­book had in mind, namely if third party con­tent is pub­lished in a more effi­cient way through your Frame­work, than through the orig­i­nal Author’s own publication.

 

 

Zebra 2

We all know the sort of plu­g­ins which cre­ate links to key­word rel­e­vant con­tent, such as dic­tio­nar­ies, Wikis or also search engine related ser­vice; so why should we not be able to stick our own links to such trig­ger words, tar­get­ing our com­mer­cial content?

I leave the ques­tion open for dis­cus­sion. It’s an inter­est­ing zone we are explor­ing here, namely for users of YORGOO Blasters, the most aggres­sive niche sites I am aware of. Imag­ine you could feed your Blasters not straight of Author’s sites but through your aggre­ga­tor, which will take care of your inter­est as a pub­lisher, which is in the bal­ance of con­tent and adver­tis­ing to make the busi­ness viable.

The Ycad­emy Sem­i­nar is deal­ing with exactly these issues this week-end and I am look­ing for­ward to the prac­ti­cal field tests which are expected to return first results this com­ing week.

 

Cost in Time and Money is a typ­i­cal stum­bling block for may. At YORGOO — Ycad­emy we try to min­i­mize the impact of cost and to opti­mize the time factor.

To do this we pro­vide an infra­struc­ture for our Pub­lish­ers equipped with the lat­est and most advanced tech­nol­ogy. High capac­ity servers allow large amounts of infor­ma­tion streams to be stored, sorted and pre­pared for pub­li­ca­tion. Cost per user reduc­tion is some 80%. 

The sec­ond most impor­tant finan­cial impact results from the prepara­tory work for spe­cific pub­li­ca­tions, type YORGOOblaster.com. The post edit­ing process and spe­cific tun­ing for adver­tis­ing in a given lay­out and for­mat requires automa­tion processes we can ratio­nal­ize by shar­ing rel­e­vant soft­ware and server capac­i­ties. Semiomantics.net will pro­vide these services.

The final pub­li­ca­tion (mag­a­zine type, news paper type or blog) can be hosted any­where and pub­lished in a teleguided way using feed out puts from the post edi­tor. Mul­ti­ple such out-puts can be gen­er­ated for mul­ti­ple purposes.

Finally, the orig­i­nal author’s input can also be streamed from a rel­a­tively sim­ple site, pro­vided it gen­er­ates clean code, which is not only a mat­ter of the script used but more a mat­ter of edit­ing discipline.

 

Yorgo
YORGOO Publishing

Related posts:

1. Ycad­emy Online Sem­i­nar Feb­ru­ary 2009
2. Google Top 10 Online Sem­i­nar July 2009
3. Ycad­emy Online Pub­lish­ing Seminar
4. Ycad­emy and YORGOO Calls Feb­ru­ary 10, 2009
5. Ycad­emy Online Sem­i­nar Decem­ber 12–13, 2009

Tags: Semiomantics

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