One of our new staff members pointed me to Seer Interactive’s site– and I liked what I found. Here is a company focused on getting real results from the web for their clients- much like us.

They dissect Nike.com as an example of how to be too slick for search- I’ve only quoted the first 2 mistakes- but, the whole article is worthy of a read.

If you are wondering how well you do on search- look at your keyword search stats- and see how diverse it is- if everything has your brand name in it- and none of your competition you should be instantly worried!

Overall, big brands typically screw up search in two big ways, and Nike is no different:1. Missing out on long-tail terms: If you are not familiar with the term “Long Tail” as it relates to search, you can get the basic idea from a blog post by the search Granddaddy himself, Danny Sullivan.

Typically, big brands want to target the big unbranded terms like “tennis rackets,” “golf clubs,” or “running shoes.” I do recommend that they target such terms as a way to position their brand in the minds of people who are searching, but they often miss terms like “golf club reviews” or “women’s trail running shoes.” Typically, these long-tail terms are the ones that convert best.

Even worse, in Nike’s case, it doesn’t show up in the top 10 for the term “Nike trail shoes.” That is a term that includes its brand name. This happens a lot with Nike branded search terms. If I were Nike, I would start on the branded terms because they are the easiest to rank well for given its existing Web assets. They are most definitely the low-hanging fruit, just waiting to be plucked. People searching for products using the word Nike in their search are already familiar with the brand and are probably calling out for you to show up—but there’s Nike, hiding from them on page 80!

2. All-Flash sites with no alternative version: Does it make sense to spend significant amounts of money on heavily Flashed branded sites—but not on driving people who know the brand to the branded site using organic (natural) search engine optimization… AKA free clicks?

So maybe you are saying… “Hey Wil, maybe Nike doesn’t want to use search at all in their marketing.” I thought about that. When I did a search on Google for “Air Max,” I got this page:

Nike is paying to be in a top position on PPC, which means that search matters as a way of gaining exposure, brand awareness, and possibly, just maybe, sales. But when I clicked on the PPC link for “Air Max,” I was taken to the Nike store homepage.

see the whole article here: Eight ways Big Brands Screw up Search – A case study: Nike.com

We’ve been railing on Crispin Porter Bogusky build websites for the very same reason- and a quick search on vdub rocks in Google has The Next Wave above them – except for the paid placement above.

There is no reason to pay Google for search results- if you take our Websitetology seminar.

WordPress released 2.0.6 yesterday- and it’s supposedly the last release before the much awaited 2.1

Apple users should be happy that Safari will now display quicktags- but, as always, Firefox is the browser of choice for WordPress users (and with Firefox 2.0 you get spell check!).

Development Blog › WordPress 2.0.6

Here’s what’s new:* The aforementioned security fixes.
* HTML quicktags now work in Safari browsers.
* Comments are filtered to prevent them from messing up your blog layout.
* Compatibility with PHP/FastCGI setups.

If you’d like Websitetology to upgrade your WordPress installation to 2.0.6. complete with back-up, and a review of your active plug-ins for latest versions, jump over to this link: http://blogosopher.com/?page_id=7

When we install WordPress for clients, we often include a nice selection of themes and some essential plugins. However, many people want to change the look of their site- by uploading new themes- or add new functionality to WordPress using Plugins. Here is how you update your WordPress install using FireFTP a free plug-in FTP for Firefox.

FTP stands for File Transfer Protocol, and the FireFTP extension for Firefox is a free, open source solution- other programs that do the same thing on a Mac are Fetch and Transmit. On a PC, you can get SmartFTP or FTP Explorer. FireFTP will do everything you need- and it’s free.
First you have to have Firefox installed- go to www.getfirefox.com to download a copy (if you haven’t already). Install Firefox- and don’t worry, it can reside peacefully next to Internet Explorer or Safari- you can have multiple browsers on your machine. It’s our opinion that you should make it your primary browser- and import all settings from your current default browser- but that is up to you.

Once in Firefox- go to TOOLS>ADD ONS

This will take you to the page where all the extensions are listed. Find the Search box- and type in FIREFTP- it should take you to this page: https://addons.mozilla.org/search.php?q=Fireftp&type=E&app=firefox

Click on FIREFTP, and then the “Install now” button. Restart Firefox and you should now have a little seahorse in your tool bar- and “FireFTP” as an option in your TOOLS menu.

The icons: back, forward (dimmed), refresh, stop, FireFTP (the blue seahorse), Sage, autofill, new tab.

Now that you have FireFTP installed- you have to set it up for accessing your WordPress installation.

These are instructions for our server– using a standard Linux, Apache, MySQL and PHP (LAMP) running Cpanel.

First- click on the “Manage Accounts” text on the left side- create new account.

Main Tab: 

Account Name: What ever you want to call your site.

Host: url.tld (example: websitetology.com)

Login: your site login, will be different than your WordPress login

Password: your site login, may be different than your WordPress login

Connection type tab: 

Check “Passive mode”

Initial directories:

Local: a folder on your computer where you will keep your WordPress files.

Remote: www

Advanced tab:

No need to enter anything in these- although you can decide on how you want your file names to be structured- either Leave Case Alone, convert to lower case, or  CONVERT TO UPPER CASE (note- all files must not have spaces in them.)

Clicking on connect should open the connection- with your local folder on the left- and your www folder on the server on the right.

There will be a long list of files on the server- with a lot of them starting with WP – this is your WordPress install- the only, ONLY, folder you will move things in and out of is your wp-content folder.

Inside it you will find three folders,  Uploads, themes and plugins.

These are where you place your content- respectively.

Uploads is where the WordPress upload tool will place your files- using a year, month, date file hierarchy. Sometimes you may go in here to update a file, or check a link structure. Most of you will never have to access this folder.

The Themes folder is where you will copy the entire folder of a theme that you have downloaded to your computer from someplace like the WordPress Theme Viewer. To upload the file from your computer to the server- have the closed folder that contains your theme on the left, and the themes folder open on the right- select the theme on the left- and click the right arrow button in the center-FireFTP will begin the upload process.

To upload- select the file on left- Pool, click right arrow and it will move from your computer to the server.

Once the files are done the FTP process- you log into your WordPress admin panel- the Desktop, click on the presentation tab- and activate your new theme.

To upload Plugins- you do the same thing- only upload them into your Plugin folder.

If you have any questions- or run into problems with these instructions- please comment below- and I will update or clarify the instructions.