Being Right or Making Money

A guy who calls himself a "king."

A guy who has "Chosen 1" tattooed on his back.

A guy who feels the need to book a prime time slot on national television and declare to the world his new address whenever he makes a move. 

Are we suppose to believe that this guy does not think he is superior to anyone?

It just so happens that this is exactly what we are suppose to believe. After making post NBA Finals comments that appeared to display his arrogant attitude and his "I'm better than you" mentality, LeBron James has gone on to say that he was simply misinterpreted.

Again.

We should be used to misinterpreting James. From misinterpreting his intentions on "The Decision," to misinterpreting his words after his "karma" tweet with regards to the Cleveland Cavaliers, we are now subject to another vast misinterpretation of James.

Let's assume that James wasn't high on anything when he made his original comments after the final buzzer of the NBA Finals. Let's assume he had some portion of mental consciousness left at the time, and he knew what he was saying and when he was saying it. Can we assume such things? For the purposes of this article, we can.

For those of you who don't quite remember what James uttered when asked what he had to say to the people rooting on him to fail, his response is below:

"All the people that were rooting on me to fail, at the end of the day, they have to wake up tomorrow and have the same life that they had before they woke up today. They have the same personal problems they had today. I’m going to continue to live the way I want to live and continue to do the things that I want to do with me and my family and be happy with that. They can get a few days or a few months or whatever the case may be on being happy about not only myself, but the Miami Heat not accomplishing their goal. But they have to get back to the real world at some point."

If you don't quite understand what James is getting at in this quote, let me help you. James could have easily summed it all up in a simple, "I am LeBron James and I have a better life than all of you losers," or a more family friendly, "I'm just a rich and successful basketball player, get over me and forget about basketball."

There is no doubt, LeBron James is a very successful man. He makes seven figures per year just for suiting up and playing a game. I bet he has a lot of fun spending that money in the offseason. LeBron has a great "real world."

LeBron definitely makes it seem as though he is at the center of this "real world." Right after getting stunned at home by the Dallas Mavericks in the last game of the NBA season with his own pitiful excuse of a "performance" being the main reason of his team's downfall, he is pouring out in the postgame press conference how he is going to be the happy one, and the NBA fans are going to have to suffer on the way back to their "real world."

But these fans have great reason to be suffering. They pay good money to buy crappy overpriced tickets that feed this "king's" godly salary and make him the rich, successful, arrogant and narcissistic man he is today.

And what do they get in return for their investment?

A passive choker who would rather pass to Eddie House than go up against the likes of JJ Barea and implement his own offensive arsenal. These fans are basically paying these players to give them a show worth paying for, especially Wade, Nowitzki and James—the superstars. Wade and Nowitzki delivered, but the "supposed" best player in the world decided to screw the fans and hand Dallas the trophy.

LeBron James is a working man, believe it or not, and even when he fails at his job he still receives top dollar. He is not going to get fired after quitting in the finals. He is going to come back and get a lot of money to be great in the regular season and then most likely fail again when it matters most.

But there are a lot more working individuals in this country, as I'm sure you are aware. People that will, in fact, get fired if they fail at their jobs. No, they don't make nearly as much money as LeBron James, but does that mean they're not as happy? Does it mean they're not as important?

I bet most of them are just as important, maybe even more important than King James.

Teachers, doctors, lawyers, construction workers, business men, authors and more. They all are hard workers and, arguably, contribute more to our society than a man who plays a game for a living. They all have "personal problems" they have to deal with everyday, but is that suggesting LeBron James doesn't? Isn't he the one who was just caught sleeping on the job? If he thinks he can just go spend money with his family and be happy without fixing himself up, then there's another problem right there.

Basketball is a business. It is a form of entertainment. LeBron is the entertainer and the fans know what to expect from him, and they expect him to be great. If you are one of the many LeBron haters, you want and hope he fails at whatever he is trying to do. Most of the time this is just fans being fans, rooting for the opposition to fall so their team can rise above them.

But it is different with LeBron. Hating LeBron has turned into routine for many, and people are fighting to find ways to pick on LeBron's every move, finding faults in almost everything he says or does.

Look at this article, for example. You might say this is an exaggeration to a simple misinterpreted quote by LeBron James after a heated NBA Finals game.

However, the truth is, LeBron wouldn't even had the chance to say that quote if it had not been for his actions prior to that time. If not for "The Decision" and the self-entitlement, LeBron wouldn't have a bunch of haters rooting on him to fail, thus the reporter never has to ask James what he has to say to them.

LeBron brought this on himself, a phrase I bet most of you have heard before from people who have been hating on James recently. A good reason for that is because it is true, and even LeBron knows that. LeBron has a long way to go before he is accepted by the mass majority of people again—if that even does occur.

Unfortunately for LeBron, I am not helping his case out very much.

Looking back on his postgame quote, what does he have to say to his fans? I understand that LeBron was speaking to his haters when he said this, but look at the quote again when I change just one word:

“All the people that were rooting on me to *succeed*, at the end of the day, they have to wake up tomorrow and have the same life that they had before they woke up today. They have the same personal problems they had today. I’m going to continue to live the way I want to live and continue to do the things that I want to do with me and my family and be happy with that. They can get a few days or a few months or whatever the case may be on being happy about not only myself, but the Miami Heat not accomplishing their goal. But they have to get back to the real world at some point.”

At the end of the day, LeBron is speaking to the fans. Whether he meant to target it at his haters or not, they are all fans who have a passion for NBA Basketball, and LeBron's quote goes both ways to the fans.

The loyal LeBron and Heat fans who supported the team and went out to the arena to cheer on their Heat team in Game 6 of the NBA Finals got nothing in return from James, who was busy planning his next vacation. What does LeBron think of them? Should they just get back to the "real world" and forget about this stupid game? 

Hopefully they aren't gone too long because LeBron needs somebody to like basketball—or else he's out of a job.  

 

 

 

 

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The CBS News sizzle reel seemed to feature almost every anchor and correspondent–even CNN anchor and occasional “60 Minutes” contributor Anderson Cooper made the cut–but there was one notable absence: Katie Couric. ...

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Alt Attribute & SEO Optimization

SEO Optimization images is becoming increasingly more essential in SEO (Search Engine Optimization) for websites. The ALT attribute is really a critical step that is sometimes forgotten. This can be a lost chance of better rankings.

In Google's webmaster guidelines, they advise using alternative text for the images on your web site:

Images:. Use the alt attribute to provide descriptive text. Additionally, we recommend using a human-readable caption and descriptive text round the image.

Why would they ask us to do that? The answer is easy, really; search engines have the same problem as blind users. They can't begin to see the images.

Many webmasters and inexperienced or unethical SEOs abuse using this attribute, attempting to stuff it with keywords, looking to achieve a certain keyword density, which is not as relevant for rankings now as it once was.

On the other hand, high keyword density can, on some search engines, trigger spam filters, which might create a penalty for your site's ranking. Even without this type of penalty, your site's rankings won't take advantage of this plan.
This process also puts persons who use screen readers at a greater disadvantage. Screen readers are software-based tools that really read aloud the contents of what is displayed on the screen. In browsing the net, the alt features of images are read aloud as well.

Imagine hearing a paragraph of text that is followed by repetitions of numerous keywords. The page would be not even close to accessible, and, to put it mildly, would be found quite annoying.
What exactly is an Alt attribute?

An ALT attribute shouldn't be used like a description or perhaps a label to have an image, though many people utilize it for the reason that fashion. Though it might seem natural to assume that alternate text is a label or a description, it is not!

The words used within an image's alt attribute ought to be its text equivalent and convey exactly the same information or serve the same purpose the image would.

The goal would be to provide the same functional information that a visual user would see. The alt attribute text should function as a "stand in" in the event that the look is unavailable. Ask yourself this: If you were to replace the look using the text, would most users receive the same basic information, and would it generate the same response?
Some examples:

 

Some SEO Optimization Tips

If a search button is a magnifying glass or binoculars its alt text should be 'search' or 'find' not 'magnifying glass' or 'binoculars'.

If the image is meant to convey the literal items in the image, then a description is suitable.

If it's meant to convey data, then that data is what is appropriate.

If it's designed to convey using a function, then your function is what ought to be used.

Some Alt Attribute Guidelines:

Always add alt attributes to images. Alt is mandatory for accessibility and for valid XHTML.

For images that play only a decorative role within the page, use an empty alt (i.e. alt="") or perhaps a CSS background image so that reading browsers do not bother users by uttering such things as "spacer image".

Keep in mind that it is the function of the image we are attempting to convey. For example; any button images should not include the word "button" within the alt text. They should emphasize the action performed by the button.

Alt text ought to be determined by context. The same image in a different context may need drastically different alt text.

Try to flow alt text with the rest from the text because that's how it will be read with adaptive technologies like screen readers. Someone hearing your page should hardly remember that a graphic image is there.
Please keep in mind that using an alt attribute for each image is required to satisfy the minimum WAI requirements, which are used since the benchmark for accessibility laws in UK and the rest of Europe. They are also necessary to meet "Section 508" accessibility requirements in america.

It is useful to categorize non-text content into three levels:

Eye-Candy
Mood-Setting
Content and Function

I. Eye-Candy

Eye-Candy are things that serve no purpose other than to make a site visually appealing/attractive and (oftentimes) satisfy the marketing departments. There isn't any content value (though there may be value to a sighted user).

Never alt-ify eye-candy unless there is something there which will enhance the usability from the site for someone utilizing a non-visual user agent. Make use of a null alt attribute or background images in CSS for eye-candy.

II. Mood-Setting

This is actually the middle layer of graphics which may serve to set the atmosphere or set happens as it were. These graphics aren't direct content and may 't be considered essential, but they're essential in that they help frame what is going on.

Try to alt-ify the second group as is sensible and it is relevant. There might be times when doing this may be annoying or detrimental with other users. Then try to avoid it.

For example; Alt text that's just like adjacent text is unnecessary, as well as an irritant to screen reader users. I recommend alt="" or background CSS images in such instances. But sometimes, it's important to get this content inside for those users.

Most times it depends on context. The same image in a different context may require drastically different alt text. Obviously, content ought to always be fully available. How you go in this case is a judgment call.

III. Content and Function

This is where the look may be the actual content. Always alt-ify content and functional images. Title and long description attributes can also be so as.
The main reason many authors can't understand why their alt text isn't working is that they don't know why the pictures exist. You need to figured out precisely what function an image serves. Consider what it's about the image that's important to the page's intended audience.

Every graphic includes a reason for standing on that page: because it either enhances the theme/ mood/ atmosphere or it is advisable to what are the page is attempting to describe. Understanding what the image is for makes alt text easier to write. And exercise writing them definitely helps.
A method to look into the usefulness of alternative text would be to imagine reading the page over the telephone to someone. What would you say when encountering a specific image to make the page understandable to the listener?

Besides the alt attribute you've got a couple more tools at your disposal for images.
First, in degree of descriptiveness title is within between alt and longdesc. It adds useful information and can add flavor. The title attribute is optionally rendered through the user agent. Remember they're invisible and never shown like a "tooltip" when focus is received via the keyboard. (So much for device independence). So make use of the title attribute only for advisory information.
Second, the longdesc attribute points towards the URL of a full description of an image. If the information contained in a picture is important to the meaning of the page (i.e. some important content would be lost when the image was removed), a longer description compared to "alt" attribute can reasonably display ought to be used. It may provide for rich, expressive documentation of a visual image.

It should be used when alt and title are insufficient to embody the visual qualities of an image. As Clark [1] states, "A longdesc is really a long description of an image...The goal is by using any period of description necessary to impart the details of the graphic.

It would not be remiss to hope that a long description conjures an image - the look - within the mind's eye, an analogy that holds true even for that totally blind."

Although the alt attribute is mandatory for web accessibility as well as for valid (X)HTML, not all images need alternative text, long descriptions, or titles.

In many cases, you're best just going with your gut instinct -- if it's not essential to include it, and when you don't have a strong urge to get it done, don't include that longdesc.

However, if it's essential for the entire page to operate, then you've to include the alt text (or title or longdesc).

What's necessary and what's not depends a great deal on the function of your image and it is context on the page.

The same image may need alt text (or title or longdesc) in a single spot, although not in another. If an image provides absolutely no content or functional information alt="" or background CSS images may be appropriate to use. But if the image provides content or adds functional information an alt would be required and perhaps even a long description will be so as. Oftentimes this kind of thing is a judgement call.

Image Search Engine Optimization Tips

Listed below are key steps in optimizing images:

Select a logical file name that reinforces the keywords. You can use hyphens in the file name to isolate the keyword, but avoid to exceeding two hyphens. Stay away from underscores like a word separator, such as "brilliant-diamonds.jpg";

Label the file extension. For example, when the image search engine sees a ".jpg" (JPEG) file extension, it's likely to assume that the file is really a photo, and when it sees a ".gif" (GIF) file extension, it's likely to assume that it is graphic;

Ensure that the written text at the image that's relevant to that image.
Again, do not lose an excellent opportunity to help your website with your images searching engines. Use these steps to rank better on all the engines and drive more traffic for your site TODAY.

SEO Company

The surprising part for me in recent weeks is that there are many Acquisition Marketers who still doubt that investing in SEO is even worth the effort. And, they have not even given it a try.

In some sense, it’s the “paralysis by analysis” conundrum. As SEO practitioners, we have all been faced with the question of “what’s the ROI?”

In my last article, 10 Quick & Dirty SEO Success Metrics, I made the case that tracking SEO success can get messy when you look at attribution tracking, and that you may have to resort to some more basic measurements to prove success.

It is exactly this messy success tracking that makes Acquisition Marketers hesitant to invest in SEO.

The Case For SEO As An Acquisition Vehicle

So, here’s my case for why SEO is a necessary piece of Acquisition Marketing:

A well-executed SEO strategy requires crafting and generating valuable content, promoting that content, and finding ways for trusted resources to link to that content. It takes time to see organic search results.

In this process, the most likely scenario is that “The Rank Hound” will be disappointed, and the “The Small Portfolio Ranker” will begin to have doubts, but may see some positive signs.  “The More, The Merrier” will see the breadth of keyword traffic begin to expand, and will be happy to see that progress.  But, even “The More, The Merrier” will begin to question if the right tail keywords are bringing in traffic.

However, this entire SEO process is moving the acquisition dial in the right direction!

Acquisition benefits include:

• Purchase Influencing. Quality content that is generated is positively influencing buyer behavior. Whether or not the content is found via a search engine (at the beginning), the content is still pushing website visitors closer to being buyers. By “content”, I don’t just mean written text (which is of course valuable) – great content will take many forms, including video, images, graphical depictions (including infographics), webinars, contests & promotions, local search assets (e.g. Google Places), and many other forms of great, creative, and convincing content.


• Awareness. Visits from long-tail keywords, even if not the best-converting keywords, are building brand awareness, and planting the seed that your site is there for them to come back to. You may see this traffic come back to you in future visits in your analyitcs as “Direct/Bookmark” or search queries for your brand name. But, it was the initial visit, for a very specific phrase that even gave you the opportunity for that second visit.


• Creating A Voice. In order to promote the content, you need a voice. That voice is a combination of social media engagement, PR, and traditional link building. These traffic channels, and communication processes, will be there even when Google changes the search game on us all again. People will be finding you not just via search, but through good-old-fashioned communication. But, you did the groundwork, in part, to improve SEO results.


• Competitive Keywords Will Come To You. Your quest for ranking for the best-converting, and more competitive, keywords will provide results. It will just take more time than many Acquisition Marketers are typically comfortable with. But, without making the investment in organic search, your competitors will keep taking your customers away from you.

As organic search traffic, and traffic from related sources, flows in, Acquisition Marketers can do one of the things they do best – test and optimize the user experience to capture customers and prospects, and build marketing lists to nurture with care.

Every Industry Evolves & Requires Convincing Doubters In Order To Grow

As I was drafting this article, I was bouncing ideas off of a trusted adviser, Mike Schultz, from the Rain Group. Mike’s specialty is sales training.

As I talked about my surprise at still finding so many “doubters” who have not yet invested in SEO, Mike drew an analogy to how even “mature” industries need to be re-introduced to how to sell their own services. He talked about how roughly 20 years ago, law firms began to revolutionize the way they market and sell their services (even though lawyers have been around for centuries).

It became evident, that if a competitive law firm did not engage in more aggressive marketing and demand generation, then not only were they leaving potential business on the table, the perception was that they were behind the curve.

While the SEO industry is far from mature, it is true that the speed of adoption has been at a much more rapid rate than many other marketing channels. In fact, Brian Halligan and the rest of the Hubspot team, have proven how fast a new marketing concept, such as inbound marketing, can take hold.

So, my hope is that the sophisticated, ROI-driven Acquisition Marketers will take note of the broad benefits of SEO, and invest time and money in building organic search as an acquisition channel. Even when ROI measurement is not immediately available.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: In The Trenches

In 1999, years before major traditional publishing outfits cared about making money online or knew their bottom lines would soon depend on it, a small Melbourne startup called SitePoint figured out how to make money as the premiere destination for those looking to learn about building websites.

I remember my visits to SitePoint as a teenager fondly. I had a head full of ideas on grand businesses that would make me rich, and all I needed to do was pick up the skills to build them — or so I thought. I got my hands on the classic ‘Build Your Own Database Driven Web Site Using PHP & MySQL‘ by Kevin Yank and read SitePoint’s articles (this was before blogs existed) as often as I could.

In the end, things didn’t quite go as planned. My first job after high school and a bit of uni was (fortunately, before corporate life could claim me) my own business, which involved pushing out word count at breakneck speed, not creating web apps. Even still, I imagine those hours spent learning what SitePoint had to offer had a part to play in my early success, or I wouldn’t have know where to begin building my completely web-based service business.

Humble Beginnings

SitePoint was co-founded by Mark Harbottle and Matt Mickiewicz. Before SitePoint, Mark was a founding member and programmer with the company that developed HotDog, which you may remember as one of the few HTML editors available in 90s. Matt, on the other side of the world in Canada, had started a site that would soon become very popular — Webmaster-Resources.com, which these days redirects to SitePoint (and would probably sell for a small fortunate on the domain market).

By 2000, the two were working on SitePoint full-time and making advertising deals to keep the site in the black. In 2001, they turned their most popular tutorial into a book, which they sold themselves through a print-on-demand service.

The experiment was worthwhile, because the book was a success, enough to warrant a switch from the print-on-demand model to ordering large print runs. The company’s library today features books and kits on everything from running an SEO business to hosting your site using Amazon Web Services.

They’re also the company behind three popular marketplaces — 99designs, a design crowdsourcing site, Flippa, where users buy and sell websites, and Learnable, which is a platform for user-generated education.

Making Money with Information

SitePoint was one of the earlier companies in the world to bring in enough revenue from online content to support a growing staff — and on top of that, was listed several times in the BRW Fast 100, Deloitte Technology Fast 50, and the Deloitte Asia Pacific Fast 500. I spoke with co-founder Matt Mickiewicz to find out how they figured it out so early while News Corp continues to flounder years later.

“When we first launched our Forums in 1999, I made going in there, reading discussions, and helping out people personally one of my core daily activities. I used to answer hundreds of emails every week providing feedback to people about their websites, helping them troubleshoot problems, and in general be as helpful as humanly possible,” said Mickiewicz.

When the infamous ‘social media experts’ talk about building community as an essential part of doing business online, they’re not wrong — even if they don’t seem to know how to do that themselves. Putting some elbow grease into daily and helpful interactions with visitors put SitePoint in the right place for the company’s expansion into new markets. According to Mickiewicz, even SitePoint’s weekly newsletter would result in hundreds of email responses — something I’d be surprised to see today.

“SitePoint really was a community in every sense of the word, and when we published our first books and asked people to buy from us, we had build up a huge amount of trust and goodwill so that people happily opened up their wallets to us.”

Advertising’s No Golden Egg

In the last few years, the annual online ad spend has declined, but SitePoint still walks away with both a good profit and happy customers. To SitePoint, selling ad space isn’t just about slapping banners up when their clients’ ad-men send it over. They work hard to deliver extra value, and that means SitePoint doesn’t have to bring ad rates down to the point of commoditization while its competitors slash their inventory prices in desperation.

“Ad agencies & clients are as demanding as ever, so it’s our job to provide them with the absolute best customer service and justify our value and offer out of the box ideas to clients,” said Mickiewicz.

Mickiewicz and SitePoint started in an era when online advertising was a Wild West and have watched as Internet advertising standards were established by the IAB and the technology that made it possible to target their ad serving based on user demographics — things that have made the job of delivering a great experience for advertisers easier.

Even still, Matt doesn’t recommend that new media businesses rely completely on advertising revenue. “Products sales play a very important role in our business to this day in monetizing our traffic,” he says, though he’s not eager to tell me how much of their revenue is made up by products versus advertising.

“No one wants to buy advertising from you when you’re small, and when you get to a certain size you end up backfilling with ad networks which devalues your ad inventory.”

SitePoint’s continued success has been born of diversification. With a business that gets its revenue from marketplaces, subscriptions, advertising and a plethora of popular products, the company is largely resistant to recessions and market disasters — if one revenue source gets knocked out, they know they’ve got plenty of backups.

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