December 2009

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About a decade ago there was a case involving a student newspaper, an article called “The Art of Shoplifting” and the ACMA. A good account of it can be found at “Courts may shoplift free speech” but briefly, the article was Refused Classification (RC) and the authors had some legal trouble.

Currently, the Australian government plans to implement mandatory ISP level filtering to block URLs displaying RC material. There is a long list of objections to this open ended plan to censor the internet, ranging from the technical through to the philosophical. Almost all of these points have been explained in detail elsewhere.

There is one point that does deserve more attention:  are broadcast media standards relevant online?

Assuming for a moment that the filter does not impact user experience, only blocks RC content and cannot be circumvented, it would still a very bad idea.

The problem is in what content can be RC, how people actually use the internet and how content can be shared, and aggregated. Laws regarding classification were made for a world where media could not spread easily. When ‘The Art of Shoplifting’ was published it could not be posted to a blog, copied onto publicly visible personal spaces, distributed via RSS to multiple aggregators or appear listed on http://digg.com/ or http://www.stumbleupon.com/.

The conversation generated by the article is also now visible, where in the past it would not have been noticed, or searchable. Not only is interpersonal discussion now visible and spread through multiple forums, it can also take multiple formats, from text, to images, audio and even video.

Publication is synonymous with conversation online, and it now takes advantage of all the new accessible tools. Video,
images and audio are as much a part of interpersonal communication online as the written word. The very nature of conversation has fundamentally changed since those laws were penned.

Now that it is visible online, does this mean that discussions on euthanasia will now be subject to an ISP level banstick? How about religion – will this involve anti-vilification laws simply because it happened on Twitter rather than at the pub or via SMS?

People will always be people, even when they are online. Actually, people will be people especially when they are online and assume a certain level of anonymity. Under Australian law, exactly how much of this activity will be potentially liable to legal sanction? Once the infrastructure is in place to remove URLs from an Australian internet, I fear we will find out, and some people may be rather surprised.

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Like every other year, 2009 has been a busy one for search. A merger, a new algorithm looming from the market leader and a pile of new tools and so-called ‘Google killers’.

The biggest change to come out of 2010 is probably going to come from Personalised Search and a Google Labs project called Social Search.

Personalised Search has been discussed as far as possible with the information currently available. What was only available to those signed into their Google accounts has now been implemented for those who are not via cookies. Data is collected on searches made, and this information is used to determine exactly what the searcher actually means by “australian coach” or “ctr ppc social online marketing” for the mutual benefit of end user and advertiser.

Using previous searches to place subsequent queries in context will make keyword selection much more important and far more involved. It will also mean that any company that is able to frame the conversation around its product and industry can create a real compeitive advantage, greater than what is currently possible. Where this will become more interesting is when or if Social Search becomes a part of Universal Search, and if it becomes a ranking factor for Personalised Search.

Currently the biggest limitation for Social Search is the scope of sources used to map out a social network. Drawing on Google properties alone is a real limitation, especially as there is a shift away from email and RSS as the main way to share links. I expect Social Search to incorporate other channels such as other social networks and additional tools such as goo.gl.

In short, get ready to pay more attention to either leveraging or creating social networks, and doing something worth talking about. Otherwise, you may find all the programmatic SEO in the world won’t keep you visible.

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