Australia

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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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Working client side as an online marketing specialist usually means being the internet guy in the marketing department. This can be great sometimes: you get to pitch the ideas you want, you can start and run your own trials and you will usually get more freedom in how you implement an online campaign.

What you don’t get is people in the same field as you to bounce ideas off. This is why there is a Brisbane Online Marketing Meetup. Getting people in the same field together for an informal meetup is a great way to exchange ideas, gossip and come away with some new things to try.

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This week saw a significant change in the search market place. A deal was announced that would see Yahoo! search being powered by Bing, and Yahoo! Search Maketing switch to Microsoft’s Adcenter . Soon, this will also mean that what I wrote in “Obvious Paid Search Tips” will be out of date, and the answer to “Hands up everyone who cares about what Yahoo does” is more or less no-one. In terms of something that matters, this will increase interest in ranking well in Bing and, at least outside of Australia, there will be more competition within Adcenter.

Adcenter and Yahoo! Search Marketing

The merging of two Pay Per Click market places will increase internal competition. With more participants in the market and a reduction in available inventory, the cost of traffic will increase. Account management will be more efficient with this consolidation, and the volume of available traffic will increase too.

However, we won’t see this locally, as bidding for Australian traffic through Bing and Yahoo! is done via Yahoo! Search Marketing (Formally Overture, formally Goto, etc). What we will get instead, based on information to date, is an eventual change in the platform we use.

Why People will care more about rank in Bing

With Microsoft powering Yahoo!’s search results a good rank in Bing will mean even more traffic. Most decisions on how to allocate SEO resources are influenced by reported search queries and Google’s domminance within this metric. As a result, a lot of SEO activity online is focused on building for Google. It is seen as the only engine worth building for, as it will return the most for the investment of resources. With a ranking in Bing about to appear for more queries, and the deal generating more awareness, this may drive more interest and activity.

Still more to come

There has been a lot written, and some very in-depth, on this deal over the last week. There are going to be even more blog posts and press releases to follow. The fate of Yahoo!’s other search products has not been revealed yet, and there are other areas that still need to be clarified. One thing that can be taken for granted now is that a lot of people are going to be auditing the size of their brand and industry’s query space, and the rankings of their sites in Bing.

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Bing has been live in for a few weeks now, and it is time to look back and see what has changed. In short, not much. I have noticed a small dip followed by a spike in traffic on a mature site I work with. The dip in traffic was matched by a drop in terms for which the site was visible. I can only assume that the increase in traffic is due to both the increased attention Microsoft has drawn to their new search engine, and an increase in the terms that the site has appeared for.

Interest in Bing

On another domain I have noticed that terms related to Bing and Bing.com.au have produced a little traffic. This is only to be expected due to the increased interest in the search engine.

SERP reshuffle

One thing that I noticed that is worth watching are changes in the order of sites on the Search Engine Results Pages. For a few of the terms that I have been watching, the top three or four results have remained fairly fixed since lauch. However there has been a bit of movement amoungst the mid-page results. This was even evident on terms where the level of SEO activity can be assumed to be low, and with static sites.

Bing and the Search takeaway

It is simple; there is a lot to be learned right now in how the Search Engine Results Pages have been changing for low competition terms. For now, the changes on these kinds of SERPs are more likely the result of spider and algorithmic activity rather than general updates or targeted optimisation.

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Email to Wayne Swan

Like a lot of other people in Australia, I am not happy with the ALP’s Clean Feed Policy. I have recently sent an email to my local member, who I actually voted for in the latest election, outlining my objections. I plan on following this up too, to make sure that my views are noticed. I encourage everyone with an interest in this to get in touch with their representative and make their own thoughts known too. At the end of the day, these people work for us, and they have been put in office to govern for everyone, and not for the interests of a single group. Especially in matters of personal choice, freedom and morality.

Dear Mr Swan,

There has been a lot said in regards to the clean feed, and the reasons that I oppose this have been stated better by others, but I would like to draw your attention to a few that stand out for me. The issues can be neatly divided into two categories, technical and ethical.

The technology being trialed is flawed:
- It will not succeed in its stated aims, while imposing an unacceptable price in performance loss, monetary cost, and over-filtering.
- There are already ISPs that have built their business models on providing a clean feed to those that want them, rendering a Government-imposed clean feed redundant.

The project is also highly unethical:
- The internet is built on interaction; in essence this policy is aimed at censoring conversation.
- The definition offered for what constitutes ‘illegal’ content is very vague; in a country where there is no formal protection of freedom of speech this is very sinister.
- Discussion on censoring information relating to certain lifestyles (eg, anorexia), no matter how unacceptable they may be, is not acceptable in any free democracy where there is open discourse on ideas.

There are a number of other issues with this policy, but they are discussed more fully here: http://www.nocleanfeed.com/

While I voted for you and the Labor Party last time, I feel strongly enough about this issue that my vote will be directed elsewhere in future.

Regards

Anthony Contoleon

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