Rather than lead with a search industry topic (the buzz settled a bit in August as is only to be expected), I thought I would write an "awareness" topic on a set of Green Energy products that are potentially a huge market and are now offered by Green Energy (eu).

One quarter of US energy consumption is spent on air conditioning. This 216 Billion Kilowatts equals the annual fossil fuel consumption of Africa.

Evaporative cooling is a process of drawing hot outside air through wetted filter pads and fanning it through a building and exhausting it the other end. The heat from the air evaporates the water in the filter pads and the evaporation is what cools the air.

Whilst Evaporative cooling will typically only reduce temperatures to 21 Celcius (adequate for most non-specialised cooling needs) it consumes 1/10th of the energy of air-con which is just the expense of running the inductor fan. The Cooling effect itself is a freebie from nature.

Other significant differences include:

No harmful refrigerants;
Fresh outside air is drawn through the building. Air-con can only work by recycling internal air and is intrinsically unhealthy;
With evaporative cooling you can actually have doors and windows open! (As a sufferer of office airborne allergies this is is a big plus for me);
As the technology is much simpler than aircon - it is cheaper to purchase and maintain.

We have added a bit more of an explanation about Evaporative Cooling plus the products and installation considerations to the Green Energy (eu) website.

English speaking for Japanese

English Speaking for Japanese

In August we focussed on optimising the English and Japanese home pages of the site. This involved making the meta tags search-engine compliant and adding and enhancing the page contents. My research showed that pages in the top 10 search results for key-phrases had between 400 - 600 words and as the site had only a short piece of welcoming text on the home page, this was not going to be enough to get the site found. So with the help of Simone and Junko, we created about 600 of keyphrase-rich text for the English and Japanese home pages.

I also registered a new URL "english-school-for-japanese.com" and just re-directed the old "es4j.com" over to that. ES4J.com is catchy - no mistake - but in the early days of an unknown proposition, the search engines simply aren't going to draw meaning from that and you have to give them a little more help.

Well, Simone rang me excitedly last week to say she had received her first booking for tuition from the website. That's the best pat on the back of all. Still quite a way to go to ramp up the traffic and booking volumes and hopefully build a web community around the proposition, but it is a nice start.

Ecotech

Ecotech-online

Ecotech is a sub-distributor of Green Energy (eu) and operate in the Ipswich area. They asked me to take on their website from their previous designer and both update it (for the new products Green Energy have been introducing) as well as to help market it more effectively.

I updated the content using a syndication capability I put on the Green Energy site earlier in the year - this allows sub distributors to take a copy of Green Energy's product content without compromising Green Energy's own SEO position. (With copied content, everybody loses as it is no longer unique and it cannot be controlled). Under the syndication method, whenever Green Energy updates the content, the distributor's site will also automatically update. The sub distributors have to work a little harder to market the syndicated content, but equally Green Energy pays the greater amount to create and maintain the content in the first place and by keeping the content unique, sub distributors should receive more referrals from Green Energy as well, so the equation should balance.

Marketing the site is more of a challenge. Clearly there is no conflict of interest here, but I have to be careful not to make the two websites go head to head. This would be a lose-lose for both parties. I am reminded of my days flying gliders, where two aircraft would search separate parts of the sky and only when one found better lift than the other would the two come together to ride the same thermal. Net result: both aircraft stayed in the air longer. Being so familiar with Green Energy, I have a very good idea of exactly where to point EcoTech.

Legacy Habitat Management

We continue to manage and tune Legacy Habitat's sponsored search campaigns and now have access to their analytics as well to see what behaviour is going on on the website once a customer has clicked the ad. This has been useful as it now allows us to identify false positives (ie popular ads that weren't generating business) as well as identifying the ads that were also doing well. In both cases we now have some actions both the client and I can carry forwards.

Nearly Heaven

Nearly Heaven remains a busy website with a thriving community attached to it. Even if you are not a flyer, I would recommend you have a look at the site (www.nearlyheaven.com) and its associated blog http://learn-to-fly-in-france.blogspot.com) as great examples of a blog reinforcing a web site and vice versa. (All blog posts incidentally route onto Facebook as well).

As a consequence, Nearly heaven enjoys about 90 visitors a day and a respectable 2000 or so per month. These figures don't include the Holiday cottages and Hungarian Vizsla propositions which I split off into separate websites at the beginning of the year (which bring traffic totals to just under 3000 a month).

I underline however that a lot of this success is because Sue, herself, is so hands-on with site development ideas, encouraging her pilots to participate and contribute content.

Other news

I hope to be introducing a couple of bits of very interesting news in October's newsletter, in terms of recent client developments.

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