- Latency-aware
- Instrumented
- Failure-aware
- Event-driven
- Secure
- Parallelizable
- Automated
- Resource-consumption-aware
The Blog of Hayden Sutherland, an eCommerce, Online Marketing and Digital Strategy consultant based in Glasgow, Scotland. These are my thoughts on how companies can take advantage of the modern interaction technologies and methods to improve communications, influence behaviour and retail online better.
Wednesday, July 17, 2019
LIFESPAR cloud architecture principles to follow
Thursday, June 20, 2019
MaaS Scotland Annual Conference 2019
Thursday, June 6, 2019
Config versus Code - what's the difference?
"We aren't coding anything, we are simply changing the configuration within the product"
or "We don't need to deploy our changes to Subversion/CVS/BitBucket/GitHUb as it is config not actual code" (and sometimes the word "actual" is stressed).
Sound familiar?
So I thought I would define what I thought are the traits and differences between config and and code:
Config is:
- Customisation of mature code, without affecting that code
- Held in a source control system, wherever possible
- Setting and changing parameters via simple instructions
- Carried out using a visual tool or interface
- Limited in scope (to what the developer wanted to expose)
- Best suited to making changes to SaaS (Software-as-a-service) products
Code is:
- Scripted or compiled
- Always held in a source control system
- Carried out using an IDE (Integrated Developer Environment) such as Visual Studio or Eclipse
- Far less limiting in scope (to what the developer wants to do)
- Where repeatable functionality is held
- Best suited to the creation of bespoke applications
If you need a developer to make a code deployment once a configuration change has been made (to implement that config).... it is not config!
Wednesday, May 29, 2019
Launching the Open Transport website
https://opentransport.co.uk/
This website explains the aim of creating an online account open data standard across the transport industry.
I have seen the start of the benefits that Open Banking has has in the Financial Services industry and I think the same thing needs to happen for the transit and transportation industry in Scotland, The UK, Europe and wider afield.
Perhaps this standard may even be adopted in other industries too.. perhaps the travel one.
(Can you imagine the possible benefits of all airlines being able to link their accounts, so that a customer could use just one login to manage all their details and see the data about their flights on different carriers?)
Thursday, April 18, 2019
Architecture vs Agile
PC vs Apple
Thin client vs Desktop computing
etc.
Some have been resolved and some still continue to this day.
And now, as more digital / business transformation projects are adopting an agile approach to software configuration and development... another battle, albeit one that has been raging for some while, is growing in its intensity and prominence.... That of the agile approach vs the need to define architecture for a solution in advance.
As both a supporter of agile to create products & get feedback quickly, and an architect of digital products and services (both large and small) I understand both sides of this war.
Agile:
Wants to develop minimum viable products as quickly as possible, then get this in front of users and rapidly iterate towards completion. The focus is on "good enough" not excellence and likes the flexibility to change & improve features.
Architecture:
Designs those things that do not move... and the resemblance to buildings IS intentional. Architecture is usually fixed for the long-term and gives the foundations for other more nimble practices around it. Technical Architecture (what I define as the combination of the Enterprise Architecture and Solution Architecture disciplines) should provide general directions (e.g. public cloud/hybrid/private, buy vs build, etc.) and standards. Plus architecture should also make higher-level decisions on technology and principles which would be hard to change subsequently (e.g.coding language, integration methods, etc.).
Where things get messy is in the lower-level design of applications and their solutions. Here is where the agile versus architecture battle is waged. Where teams need to be empowered sufficiently to create products that meet the user stories... but also need enough guard-rails and check-points to operate within governance.
Thursday, March 14, 2019
When not to use an API
However, it is not always that a system designer would use an API for integration. Here are some scenarios where you would consider NOT using an API:
- When an API is not available, for example the vendor has not developed one yet
- When an API does not meet the necessary non-functional requirements (for example: security, performance, volume, availability, etc.)
- When you already have a tightly coupled integration between two systems and there is no need to change/upgrade this
Friday, February 15, 2019
Non-functional requirements - is that the best description?
The term "non-functional requirement" is a bit daft really. As it implies that you have a requirement for a feature that does not help functionality.
Perhaps they should be called operational requirements?
Wednesday, February 6, 2019
How to write online testimonials
So consider building up your testimonial beyond just a single one line quote to:
- A sell-worded longer quote*
- Quote plus image**
- Quote plus hyperlink***
- Quote plus hyperlink plus image
- Quote plus full case study
* the quote is usually a few short sentences or a paragraph statement from an existing client (ideally with name, title & company) or customer review
*** the hyperlink is typically a call-to-action" (e.g. "contact us to get a quote now" "read our case study here" or "find out more about xxxxx".
Thursday, January 24, 2019
Picking what NOT to do is an IT Strategy
New finance system? Yes
New HR software? Sure
New B2C website? Of course
New B2B website? No problem
New sales portal? Yeah
New customer data platform? Naturally
Wednesday, January 23, 2019
Advice on Video Search Engine Optimisation
Since Google can’t fully understand what your video is about without help (not yet, anyhow) optimising your clip currently means providing as much textual information about it. This is so that search engines can properly index it and then show it in their relevant search results.
My advice here is therefore:
Creating an optimized title is perhaps the most obvious thing to do, yet is probably one of the most overlooked. The clip title should be several words long (we tend to keep to the same 55 – 60 character range we recommend for web page title optimisation) and include the major keyword(s) you want to your video to rank for. Note: There are differing opinions on whether the keywords at the beginning of the title give more of a boost than those added subsequently… but I have found no definitive proof of this.
Description
Insert as much text as you realistically can into the description field of your clip. Add words about the video content, the people or characters, the situation or product it shows, and the usage or benefits being explained. In short… consider this a blog post and use several hundred words if possible. Obviously, any content placed in the description needs to include your targeted keywords from your SEO strategy, plus don’t be afraid to sometimes repeat keywords or derivative terms here
If your clip contains people speaking (e.g. a voice-over or some dialogue) strongly consider obtaining a transcript of the text and inserting this in the description too.
Don’t forget the transcript can also be:
- Used to correct or improve the closed captions, which you must consider - Sure, YouTube can auto-transcribe your audio content, but not any visual content than you may also want to describe
- Added as additional content into any web page that embeds this video clip (potentially providing some on-page SEO help too)
There is growing consensus in the SEO community that tags for YouTube clips have minimal optimisation benefits (but they do help with cross-linking between clips with the same tags). So still use them to describe your content in the same way you would a social media or blog post. However, remember to use those tags which highlight the uniqueness of your video (and therefore avoid very generic and therefore very competitive terms).
Friday, December 7, 2018
Still making the same SEO mistakes?
I'm amazed that so many existing & newly
-developed websites are still making so many Search Engine Optimisation mistakes. It seems to me that so many organisations are ignoring the basics when it comes to organic improvement of their main online asset.
I see it time and time again:
- Poor keyword analysis
- Unrealistic placement targets
- Poor quality coding
- Duplicate (or very similar) content
- No redirects for deleted pages
- Badly written content
Why is this?
Friday, November 9, 2018
Site launch checklist
Page titles
You should know by now that every page must have a page title. It's what appears in the top of the browser for that page and how it gets shown by default as a bookmark or Social Media post.
However it is also a key Search Engine Optimisation ranking factor, so ensure that it is relevant, the right length (approx 55 characters including spaces seems to be fine) and ideally unique across your new site. There is also a significant consensus in the SEO community that the keyword you are targeting for this page should be as close to the beginning of this title as possible.... but I will leave that for you to assess the value of.
Also since Google usually displays just the first 50–60 characters of a title tag, I would keep to that range without very good reason.
Meta data / Meta tags
These have grown in the number and function they perform over time, with some having a bearing on Social channels and SEO. But the key one here is Meta Description.
I'm not going to give you advice about what to exactly write in this field... as I've covered it in so many other blog posts. However, ensure that have a description on every page (correctly placed inside the <head> of the page). Plus consider that the current average length of the description field for desktop results is around 160 characters, whereas an average of 130 characters for mobile seems to be the best.
Note: Ignore using Meta Keyword tags
Sitemap
This little text file (mostly named sitemap.xml) usually sits in the root directory (or obvious sub-directory) of your site. It is a tried & tested way to tell search engines which pages are available for them to be crawled. It does this by giving a list of URLs for every public page in the site along with extra metadata about them.
Robots.txt
This little text file (all lower-case only please) should sit in your root directory of your site. It is usually the first file a search engine bot checks on a site and is there to tell all or individual bots what they are NOT supposed to do. For example, they are supposed to ignore certain directories or files.
So in this way it is the opposite of a sitemap.xml file and care should be taken to not have pages in both.
Note: some search engines may ignore the robots.txt so do not use this as a way to hide site content or data you definitely don't want found.
Redirects
When launching a new site, URLs can change.
At the most fundamental level, this can mean a change of domain (e.g. brandx.com to brand y.com) or a change of sub-domain (e.g. blog.brand.com to brand.com/blog). So sites should ensure they understand and handle all redirects correctly at new site launch.
Wednesday, October 31, 2018
Minimum Viable Experimentation
"How can we stop [a specific type of customer] exiting the online form before the end of the process?"
"We believe that by adding [1: a specific feature] at [2: a specific point] we will create [3: an expected behaviour] by the user and therefore they will reach [4: an outcome] that will improve [5: a goal]."
|
1
|
A specific feature
|
A reassuring statement about financial approval
|
|
2
|
A specific point
|
The 4th of 5 pages in the process, where the most users
drop out
|
|
3
|
An expected behaviour
|
The user is reassured that they could be approved easily
|
|
4
|
An outcome
|
The user moves to the 5th (and final) page of the process
|
|
5
|
A goal
|
Form conversion improves
|
Tuesday, October 30, 2018
What question are you really trying to answer?
Self-service technology
Faster delivery
<yawn>
Heard it all before? Yes, so have I... numerous times and across many different clients.
Each is craving to "move to become a digital organisation" or "reinvent their online proposition to embrace change" and other similar modern and (to be honest) pretty meaningless statements about themselves.
But I think they are approaching this the wrong way.
On the basis that each company exists to provide a product or service to another (person or company)... why the heck are they not focusing on asking more questions about what their customers need? Or questioning what stops their valuable users buying/using/engaging more? And more fundamentally... why aren't more people tasked with trying to answer those questions with the creation of better products and services, increasingly delivered as software?
So rather than saying "we need to redevelop our website to improve our KPIs"...
You need to ask "why don't we make it easier for customers to convert?"
And rather than stating "we need to reduce the number of clicks in our online booking process".
You need to ask yourself "why do customers seem to have a problem getting past the 4th page?"
It is only then that you get to the creation of an insight-based hypothesis to change a process or product.
Friday, October 19, 2018
Is data driven marketing that simple
In a Linkedin.com post recently I commented about the increased adoption of data driven marketing ...
It's simple really:
1. Build insight with real data
2. Foster loyalty
3. Communicate creatively
4. Analyse to improve
But is it that simple?
Friday, October 12, 2018
How HCI and API design are similar
Humans use interfaces for software all the time, with the World Wide Web arguably being the biggest interface there is (OK, perhaps some websites aren't the best examples of usefulness in this mass experiment). But put basically... they allow human-to-system interaction, also known as Human Computer Interaction or HCI for short.
Human Computer Interfaces have the following principles:
- They remove complexity:
By making it clear what each function does (e.g. do not have two ways of doing similar things) - They follow standards:
By following established conventions (hyperlinks, buttons, tick boxes, etc.) they provide consistency. - They make interaction easier:
By enabling swift and efficient relationship with the underlying data & processes and providing feedback or a response when something happens.
And Application Programming Interfaces (APIs) play a very similar role, but in a slightly different system-to-system manner. They:
- Remove complexity, by (hopefully) providing a single request & response for each individual function
- Follow standards, usually in the form of an API specification, to allow consistent development against them
- Make interaction with the underlying systems easier via a standard set of methods (GET, POST, DELETE, etc.)
Ultimately, whether interacting with a human or another system... a well designed interface benefits both parties.
Wednesday, October 10, 2018
Behave, Deliver and Grow Like A Digital Company
But this means unlocking the data, systems and functionality your business operates with and exposing this both internally and externally to meet increasingly shifting needs. But it is not easy... hardly any sizeable company has an entirely blank slate to work from. Legacy applications, processes and thinking tie any business down so that it can work well. But it is these very constraints that often limit speed and agility, which are needed to succeed now.
Digitally enabling your business means changing the way you behave, deliver and grow.
Behaviour:
Being customer focused means creating a better customer experience that can win and maintain custom in the competitive digital landscape. It also means understating and controlling your data, so you to make informed decisions quickly based on what you are observing or being told.
Delivery:
Start by using new platforms, tools and methods to build products quickly, plus then to evolve them rapidly over time. If you think your quarterly website functionality is fast now, consider that over 7 years ago Amazon stated it makes changes to production every 11.6 seconds (it may even be faster now) and Facebook releases to production twice a day.
Growth:
Don't be afraid to unleash the creativity and innovation within your boundaries to help you build. Employees must be part of the Digital journey (not observers) and everyone, not just your test manager, must work towards the continuous improvement of products and services.
Friday, October 5, 2018
Wake up and smell the data
Does your organisation value data?
Does it know how much value there is in each customer account & interaction it records?
Does it really appreciate that the timeliness, accuracy and depth / richness of the data captured stored or created has competitive advantage?
No... I didn't think so, and I'm pretty sure most other organisations don't either.
Tuesday, October 2, 2018
Evolution doesn't care how good or big you once were
But this fact is not only relevant to organisms, it also now applies to organisations. This means that the rate of change in customer expectations, technology and even the competition now means that being "agile" is not a strategy... it is essential to long term survival.
And I'll make a prediction...
"The rate of change in your company right now may seem like a sprint, but it will seem like a leisurely stroll compared to what's to come".
Or to put it even more bluntly...
"Hang on kids, this ride is about to get faster and there's no point screaming about it."
So what happens to those organisations that don't adapt quickly? Well they won't perish overnight. But recent history has told us that those who believe their current business model or state of their technology/product/service is competitive now could swiftly find out things are less than good enough. And just like living things, it only takes a generation to go from being the hunter to the hunted.
Just look at how some retailers have failed to embrace technology: book shops, department stores, video rentals, etc. have all collapsed as digital services quickly ate their lunch using innovation or fast iterating software (or both). Digital evolution doesn't care how good or big you once were.
Agility not size is what matters now for corporate survival.
Wednesday, September 5, 2018
API's with everything
Some might therefore possibly state that we have currently "reached peak API use"... were it not for the likelihood that API development and adoption is set to increase further as more companies look to standardise and expand their digital integration capabilities.
Monday, August 20, 2018
API granularity
- performance bottlenecks (e.g. from too course a design)
- too much 'chatter' (e.g. from too granular a design)
- the inclusion of too much (any?) business logic
All of which could have major implications in the future.
Monday, August 13, 2018
An agile mindset is not optional
Agile seems to be one of the most over-used words in business these days. For example:
Agile development
Agile marketing
Agile architecture too ;-)
Done well, agile can produce prototypes and products very quickly and efficiently.
Done badly it can be an excuse for reducing the amount of time to create quality software or as a justification for only delivering partial functionality (for all of the budget).
Overall though... agility is a mindset, a way that organisations approach the task of creating value or improving the processes and products they have. And those that do not apply agility to their core will find they are not able to respond quickly or well enough to an increasingly swift competitive environment.
Or put another way.. which company wants to states as their vision or values that they want to be less reactive and more long-winded?
Thursday, August 2, 2018
The Agile Architect
3 key areas they have to consider are:
Scale-ability / Scaleability:
To a certain extent this issue has become less of an issue with cloud-based services that have elastic capabilities to grown on-demand a volumes increase. However bottlenecks and latency can create problems, especially when using multiple different cloud providers or when API's are large & painfully slow. In short, not everything scales easily or linearly.
Micro-services / Microservices:
Rather than have monolithic points of integration (e.g. the above mentioned large APIs) the services that connect your different systems should be light and just based around specific functions. These micro-services allow incremental change and improvements to be made over time and better supports evolving front-end user experience requirements too.
Central data source:
Almost inevitably a digital architecture will need to store data in a single and centrally-hosted data source (e.g. a database). This repository of customer and operational data will need to be flexible enough to accommodate growing changes in storage and real-time data access requirements. However, no database (especially optimised relational database systems) can be expected to constantly change as the input and output demands of an agile development change too.
Tuesday, July 31, 2018
Customer Data Platform - Some Key Requirements
- It provides a central unified customer data repository
- It allow simple / easy integration from a range of different data sources
- It supports a decoupled digital architecture, ideally via web services architecture
- It is able to elastically scale as demand and integration needs grow
- It is is resilient e.g. it provides fail-over (cold or warm) to separate disaster recover locations
Thursday, July 26, 2018
The 7 myths of Search Engine Optimisation - Part 2
Here's the second part of my post on the myths of SEO:
SEO can be done once and then stopped (even if you’re top ranked)
I can imagine many people reading this are saying to themselves.. “Hayden, you’re an SEO consultant. Of course, you’re going to tell us that you’re still needed once you’ve done your job”. However (with some poetic license and a very high-level perspective) there are only 4 factors that affect a website’s organic positions:
- What goes into creating it
- What other sites link to it
- What changes the search engines make
- What your competition (or their SEO agency) does
Each of these could change on a daily basis. You only have some control over the first item (the content, code and other technical things), a little control over who links to you and then no control over the third and fourth factors.
Or more succinctly put… whatever search engine ranking position you have today (and yes, even if you have managed to get to the top) may not be the one you have tomorrow. And with no effort devoted to maintaining what you have achieved, it is increasingly likely that you will drop in the rankings just as quickly as you rose.
Ranking is the same for all users in all locations
There used to be a time (a long while ago) where you only got one set of global results from a search engine. Then things improved and now, even for the same brand of search engine (Google, Bing, etc.) you get different results if you are:
- In a different country
- In a different town
- Logged in to your Google account
- On a different device – see below
Note: This does make life difficult for SEO people who have to tell clients “I know you think you’re not on the first page, but you are on my device” or vice-versa.
Desktop and Mobile versions of Search Engines rank sites the same
No. They. Don’t!
And now… if you think you’re able to get away with creating a responsive website that shows just the same heavy images in desktop view and in mobile view, but just scaled down using the browser… as of this month, you’re probably going to get a surprise.
SEO is a ‘black art’ practiced by techies
Sure, there is a certain amount of technical optimisation that must now go in to any organic improvement piece of work. But there’s loads you can do as part of your marketing or PR day job for SEO.
1. Write articles you want to read & share, on topics relevant to terms you want to place for in the search engines
2. Structure your content to make it scan-able, readable and understandable.
3. Ask for links back to your website from partners, suppliers, journalists, etc.
4. And finally, stop believing in SEO myths
Wednesday, July 25, 2018
The 7 myths of Search Engine Optimisation - Part 1
I have therefore decided to write these myths up a post for others to add to and discuss.
Reaching 1st position in Google is the only aim of SEO
This is wrong advice in a couple of key areas:
- What terms are you actually focusing on? If you’re either striving for a top place ranking on an obscure term or alternatively trying to be top for everything… think again. You should be looking at those terms that meet your KPI’s (e.g. deliver conversions) and have enough search volume to justify the effort of attempting to reach first place
- Sometimes 2nd (or 3rd, etc.) place is good enough. If you’re targeting a popular search term and have reached the first page in Google, but there are bigger, more reputable and faster sites above you, you might be content with that (especially if it gets you decent & quality traffic)
A single teenager in a bedroom can out-smart Google
You still hear this sort of phrase spoken by people in the marketing industry “I know a genius, they have worked out how to ‘beat’ Google and get my sites to number one”. And each time… I feel myself suppressing a small scream. Why?
- Just one person (who does not work at Google) who has only amassed knowledge from reading books, blogs and other such material on the subject of SEO knows everything on the subject.
- Google hires offices full of very (very) clever people… many of whom have PHD’s and such qualifications, to constantly revise their search algorithms and the influence of different ranking factors. And even most of them don’t know everything on the subject.
- You never ‘beat’ Google. It’s not a fight or a race… SEO is both an art and a science to getting your website legitimately up the rankings of the most popular western search engine.
(and even if you temporarily manage to boost your rankings via less-than-legitimate means... there's a chance you'll get found out)
You can ignore SEO by just creating good content
OK, yes the creation of well written content helps SEO. But that content must also be:
- Relevant: Or else you’re just producing off-topic copy that serves no optimisation purpose
- Structured: If you’re not adding layout, headings, bullet points, etc. then you’re not producing content, you’re just typing.
- Linked: Are you creating lots of ‘orphaned’ pages to drop visitors into from other campaigns such as email PPC, etc.? Please don’t!
Sunday, July 15, 2018
What's in a name?
"So why did you name your company Ideal Interface?" is a question I have heard quite a lot in the 11 years since it was founded.
This article may explain:
https://www.linkedin.com/pulse/why-ideal-interface-hayden-sutherland/
Tuesday, July 10, 2018
Digital Architecture fundamentals
Here’s my list:
- The architecture of a system or integrated systems needs to align to (or fit into) the overall ‘As-Is’ and ‘To-Be’ enterprise architecture of your organisation.
- Those creating the architecture need to first understand the business goals (e.g. the customer experience and commercial aims) and the major applications that ‘the business’ are likely to need in the medium term or have signed longer-term contracts with.
- A loosely coupled architecture provides the flexibility to use best-of-breed solutions from a range of vendors. The opposite is that either through design or legacy system adoption, your architecture shackled to one key supplier who is then possibly also integrated directly to multiple other systems… this obviously creates a dependency upon this key supplier, making them harder to subsequent remove and replace. Adopting a loosely coupled architecture also means you are not tied to specific front-end software, allowing your organisation the flexibility to either buy or build (typically using agile product & developers) to create the best user experience possible.
- Where possible, create a single in-house database, that can be updated by any other integrated systems… ideally in real-time. You don’t have to store all data that exists in every other integrated systems in this central repository, just those that you may need to align other data to at some point in the future.
Note: It is possible that this service could also be provided as another integrated system, but for overall speed, agility and ultimately data ownership you may find it best that this database sits within the boundary of your main architecture. However, this does come with additional considerations: there is an overhead in managing and administrating a significantly large database, plus the data model used needs to be sufficiently flexible and scale-able to handle a variety of requirements over time.
Thursday, July 5, 2018
Can your site cope with sale volumes?
Right now the Marks & Spencer website is saying it is unavailable.
The M&S sale has started today. But it is not even possible to look (let alone buy) their products online.
Digital Agility Needs A Digital Core
Note: It also requires a change in the organisation's mindset
Thursday, June 14, 2018
Large-scale agile creates new dependency issues
Agile development teams delivering this change can be organized to minimise dependencies, plus the agile process itself provides significant support for mitigating dependencies within teams (e.g. co-location, face-to-face meetings, etc.). However any large scale technology change will create unavoidable wider dependencies across teams/projects/programmes and the coordination of these dependencies can create new challenges, especially when:
- Different teams/projects can have conflicting priorities
- Multiple teams/projects have different sprint & release cycles
- Backlogs and priorities change quickly
Monday, May 21, 2018
Basic blogging guide for SEO
- Create blog posts regularly (one per week is better than 3 in one week & non for the next two)
- Create one post for each subject (e.g. one keyword / search term) as prioritised in your keyword strategy*
- Write approx 300 words (if many more are written, consider dividing the post into two or more)
- Write normally and don't worry about 'old school' keyword stuffing
- Title = approx 55 characters
- Meta Description = approx 155 characters (but we are seeing examples where this can be up to 300 characters for some clients now)
- Meta Keywords = [ignore these, most search engines do too]
- Analyse the traffic to each blog post (where this traffic comes from, bounce rate, conversions generated, etc.)
- Do more of what work and do less of what doesn't
Sunday, May 20, 2018
Digital Transformation Isn't Going Away
"So, what is next after digital transformation?" I was asked the other day.
"Nothing" I replied. "Just more digital transformation"
Sunday, April 29, 2018
What does it mean to be a digital strategist?
Consult:
This could mean you carry out market assessment, benchmark competitors, analyse existing business processes & capabilities (and provide suggestions for new ones) and help with the selection of other marketing and technology platforms & partners. In short, you provide senior level recommendations and clear actionable advice based upon real experience and first-hand knowledge of how digital can help businesses overcome their challenges, without creating new ones.
Bring about change:
From helping to provide the initial roadmap and requirements, facilitating the creation of more positive user experiences, through to actually delivering and managing the migration to new systems and ways-of-working, clients can need assistance at any point in the life-cycle of a change to more digital and customer-centric processes.
Have a passion for digital
Whether in your spare (spare??) time you attend tor get involved in technology meet-ups, build mobile apps, blog about the latest digital innovations or just read about online practices... you tend to find that digital is not just a job or a role, but a way of life that you believe can make real improvements in a constantly changing landscape.
Tuesday, March 27, 2018
Oh the irony
Monday, March 5, 2018
Digital Transformation needs a mindset change
I believe that digital technologies are changing every industry. Or to put it another way, I've yet to meet one that remains unaffected. And therefore companies have quite rightly identified the need to reinvent their business models, products and approaches to just survive in an environment that is changing faster and faster each day.
Therefore just meeting the digital challenge (let alone trying to innovate ahead of it) means creating new ways to solve industry-wide problems in new ways... often with software rather than physical objects.
In other words.... organisations now need to change their way of thinking as well as completely amend their investment in new technology, business models, and processes.
In my view this is the way they can truly create the most value for their customers (and employees) and therefore compete better in an ever-changing digital economy.
But just changing the skills needed for digital transformation isn't enough.
Thursday, March 1, 2018
Forget advanced SEO fix the basics first
- Creating an XML sitemap (sitemap.xml) that updates regularly (e.g. daily)
- Optimising all page titles
- Optimising all page meta descriptions*
Tuesday, February 13, 2018
Do you live in the 'Bot-infested Badlands' ?
News Corp announced last week revenues of $2.18bn for the last 3 months of 2017. But aside from the 3% year-on-year improvement, the biggest headline grabbing phrase was reserved for CEO Robert Thomson describing the dysfunctional digital environment as "The bot-infested badlands".
This is clearly him positioning his brands as the quality online publishers and the opposite of the digital locations that are "hardly a safe space for advertisers, whose brands are being tainted by association with the extreme, the violent and the repulsive".
https://newscorpcom.files.wordpress.com/2018/02/q2-2018-press-release_final_02-08-2018-1230pm.pdf
Monday, February 5, 2018
Define your Content Strategy
But what's your definition of the term Content Strategy?
Here's mine:
"A Content Strategy should aim for the creation of engaging and appropriate content that delivers improvements in the agreed Key Performance Indicators (KPI's)"
Those KPI's most often being:
- Increase online visitors & sessions
- Increase online engagement (most likely reported as a reduction in page bounce rates)
- Convert lookers to bookers (or into whatever your main commercial goal is)
What's yours?
Wednesday, January 31, 2018
The Four Technical Pillars of Digital Transformation
Here's my top 4:
The move to cloud
The digitisation of services
The conversion of the physical into software has been happening for some while. We've had digital media players and MP3 collections for many years now and you only have to look at how many of our daily tools are on our mobile devices, including: cameras, credit cards, health meters, maps, messengers and travel tickets. Now, with increased processing capability everywhere, what else can now move from being tangible to tap-able?
The creation and use of APIs
Friday, January 26, 2018
Stop thinking Digital Transformation is just a bolt-on
Tuesday, January 23, 2018
Murdoch upset with Facebook again
The billionaire publisher is once more annoyed at Facebook for making money promoting newspapers' content.
So unsurprisingly he demands even more money.
“If Facebook wants to recognize ‘trusted’ publishers then it should pay those publishers a carriage fee similar to the model adopted by cable companies,”
Thursday, January 18, 2018
Mobile Page Speed, SEO and AMP
"starting in July 2018, page speed will be a ranking factor for mobile searches."
https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
So how does this affect Mobile Search Engine Optimisation?
Well... Firstly don't panic. Website speed is already a ranking signal for desktop search and following yesterday's announcement this signal will now come into effect for mobile sites in July.
So even though Google is almost certainly tracking page speed already, it will not have an effect in the SERPs until later this year, so you do have 6 months to make changes to your site.
How does this affect AMP?
The Accelerated Mobile Pages Project (AMP) is an open-source initiative to improve the performance of web content on mobile devices. They are useful lightweight versions of your web pages that are hosted elsewhere (not on your own website) for speed, which in-turn improves their changes of being downloaded and read. However there is no direct link (yet) between Google's mobile organic rankings and AMP, plus there is no organic site penalty for not having it.
But even though the two things are separate, they can work together to get more website traffic and therefore conversions. This is because AMP can have their content displayed in a carousel at the top of the Search Engine Results SERPs. And therefore, even without PPC AdWords appearing, both AMP and organic search ranking of pages can push your content to the top of the search results in your mobile browser.
Note: We are also seeing the content/layout and even the appearance of this carousel change in the SERPS over time and location, so its display there should not be guaranteed.
What can I do about it?
Therefore we recommend to all clients and the wider online community that:
- Site owners minimise all page weight wherever possible (e.g. reduce the use of scrips and keep images to the lowest size possible - one client website has a strict policy that no image must be greater than 200k)
- AMP is considered a technology on websites that have content that does not dynamically change all the time (e.g. it is not advisable for eCommerce or fast-moving information sites).
- If you are in doubt... ask your SEO consultant.
Wednesday, January 17, 2018
Amazon own brands due to grow in 2018
Whatever next?
How about Amazon buys Costco, the $83 Billion global retailer who has its own Kirkland brand sold predominantly across its stores?
Monday, January 1, 2018
Quiz : Which Facebook person are you?
A. Look I’m travelling somewhere for work
B. Oh no its Monday again – here’s a picture of a Minion and a passive aggressive comment
C. Here’s me on my boat, bike, etc during the middle of the day
Tuesday:
A. Look I’m travelling back from somewhere for work
B. Here's a bloody boring news article about something depressing
C. Pictures of me in a foreign country doing nice stuff
Wednesday:
A. Here’s a link back to something I was doing 3 years ago when it was a weekend and a comment like "oh my, I wish i was doing that now..."
B. Image of kittens or babies or just anything better that my damn life right now!
C. I'm out at some event on Wednesday evening. That's late on WEDNESDAY people!
Thursday:
A. Here’s an article about alcohol, I may have a drink tonight if I didn't have to get up at 5am tomorrow
B. 3 burgers + 1 fries = £30, how much is a milk shake? (or is that 2 fries now I've looked at what everyone else has answered?)
C. Interesting anecdote about someone I once worked with (but don't any more because I don’t have to work)
Friday:
A. A picture of a gin bottle
B. "Hurrah, it's sodding Friday people!!!"
C. I'm walking the dog at 5:30am and telling everyone that life is great
Weekend
A: "Ahhhh... hangover. But I need to go out and enjoy myself..."
B. Nothing, apart from a picture linked to your Instagram account and a photo of some food.
C. A quote from someone spiritual & poignant on Sunday afternoon.
Mainly A's
You don't yet own your house, your car or even possibly the clothes you have to work in. The weekend is for resting and drinking. but you still have to go back to work on Monday and do the whole thing again. Your favourite colour is purple... maybe.
Mainly B's
Get a grip snowflake. Stop living your life on Social Media and spend it in the real world.
But if you don't forward this message on to 100 people in 10 minutes then some puppies will die.
Your star sign is Pisces or something...
Mainly C's
You're enjoying life and you've probably got a rich daddy, sugar daddy or a final salary pension whilst they were still giving those out. You probably never do these quizzes and the rest of us secretly dislike you.
Wednesday, December 27, 2017
Data Is Beautiful
Wednesday, December 13, 2017
Wednesday, December 6, 2017
4 Steps To Surviving Digital Transformation
There's no doubt that we are in the middle of a revolution in technology (and therefore the businesses that knowingly or unknowingly rely on technology). As nearly everything becomes software and change happens quicker & quicker, businesses are being asked to transform themselves or be changed
So how does an organisation survive in a world where digital transformation is now the norm?
Embrace technology
It is no longer important for just your company COO or CTO to have all the senior level technical knowledge (although even some of these don't!). Instead other Exec roles such as Commercial Directors and CEOs now need more than just an awareness of what IT can deliver.
Hire the best people
Stay fast and agile
Have a plan & communicate it
"Failing to plan is planning to fail" is the old maxim. And this is especially try when you are trying to carry out a potential change to your customer experience, back-end business processes and goodness knows what else. There's also no point trying to carry out a digital transformation in a communication vacuum, it just doesn't work. And I don't mean just communicate with your peers or immediate boss either. Communicate with your board, your minor stakeholders and perhaps even shareholders (and consider communication to your customers too).
Hint: Adopt some of the newer communication, collaboration & project tools. If you don't know what Slack, Trello or even Yammer is.... find out!
Saturday, November 18, 2017
Where Does Agile Thrive?
In this diagram from scrum.org the differnet scales show where agile development typically works best....


