- Case Studies, Process, Search Engine Marketing
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Organic SEO Leads to Client’s $15 Million Dollar Deal
Recently renamed the Search and Social Marketing department, our SEO team had more to celebrate this past weekend than just the Superbowl. Everyone at Fresh Tilled Soil was delighted upon learning Friday that our long time process engineering and design build firm client, SPEC, closed a new deal worth $15,000,000. High spirits around our Waltham office increased further when SPEC informed us that the initial lead landed on their doorstep as a result of our organic search engine optimization services. The term which lead their new client to SPEC’s website was “boston process engineering” and after looking at the following screenshot you’ll see why the introduction was no accident.
In addition to the top organic listing seen just below the Google Maps image, Fresh Tilled Soil’s Search and Social Marketing department also spent time getting Spec’s website to the top of the local search listings. The ensuing dual-coverage on Google’s SERP (search engine results page) made Spec’s corporate website impossible to miss, and a very profitable new business relationship has been the exciting eventuality.
Selling goods and services online is a multi-step process, with each facet dependant on the others all the way down the line. To dust off a tired marketing analogy, there’s no point in leading a horse to water if it isn’t going to take a big gulp once it gets there. It’s as true today as the moment a hundred years ago when it was likely coined – and is frequently repeated within our Waltham walls in one form or another. Everyone at our company is thrilled about Spec’s recent accomplishment, and it’s a perfect example of the way in which we strive to “partner” with our clients. To never abandon, but rather work with them from start to finish. Beginning with the earliest discovery phases and carrying right on through to a website’s final conversion analysis. We did this with Spec – and now it’s your company’s turn.
- General, UI Design, User Experience, Web Design
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Best practice ideas in UI and icon design
Lukas Mathis has written a short but insightful piece on the idea that simple designs for icons and action related UI makes more sense. His conclusions also reminded me of some of the studies done on faces and body shape as it relates to attractiveness. The retention of juvenile characteristics or Neoteny suggests that the retaining the basic look or shape of the child or immature version has the outcome of making it more attractive to our visual brains.
A great example of this is the evolution of the Mickey Mouse character. In 1978, Stephen Jay Gould theorized that Walt Disney and his animators gradually discovered what it took evolutionary psychologists decades to prove: that baby-like features and proportions elicit an “automatic surge of disarming tenderness” in adults.
Simple UI or icons offer more inferred information as opposed to prescriptive. The simpler the icons the more likely we are to throw them into a general category instead of wondering which action or quality to ascribe to them. As Lukas Mathis points out, “People are confused by symbols if they have too many or too few details. They will recognize UI elements which are somewhere in the middle.”
- General
- 3 Comments
How to use the Flutter Custom Fields Options List to crop and manipulate images
Flutter, the popular Wordpress plugin, is a very simple way to add a lot of flexible extra functionality to posts and pages. It’s a gold mine of usefulness that allows Wordpress to compete with more robust CMS applications, and with some tweaking can provide some really powerful features.
As awesome as Flutter is, the documentation blows. Any new user will experience firsthand the displeasure of sorting through vague syntactic examples and soundless uninformative screencasts. There are plenty of good resources for learning how to use the plug-in, but Flutter has notable feature that no one seems to know about: image manipulation.
See that little “Custom Options List” link? This is the only indication that image manipulation is even possible. Clicking this link brings down a long list of confusing commands.
By skimming quickly through this list you will see a boatload of useful-sounding photo manipulations, such as rounded corners, or sizing and cropping images.
These commands can be used to write strings that will apply edits to images on the fly, allowing users to upload photos without breaking a template’s visual style. I’ll demonstrate how to use Flutter to associate an image with each post, and print out a heavily styled image.
Setting up the content type
I assume you already know the basics of flutter, so I’ll go through this quickly. If you know all about this, skip down to the code.
1. Create a new Write Panel in Flutter
2. Set up basic options
Notice that I unchecked “Custom Fields.” This prevents the user from messing up the Flutter data, but you might want those turned on for development. Create a new field. Make it an image field and pay special attention to the “Name” textbox because you’ll need it later. I set this field to “Required” as every blog post will need an image.
3. Remember this screen?
We’ll get back to it later, but expand the “Custom Options List” and copy + paste everything into a blank .txt file for reference. You can’t get back to this list unless you make a new field. Leave everything blank and hit finish.
Okay, we’ll need a test post or two, so make a dummy post using your new content type. Don’t forget to upload an image! When you’re done, we’ll move on to code.
4. Building the WordPress Template
If you look at the test blog post, you’ll see that the image you added isn’t there. We need to add it to the template file. Take a look at your loop:
<?php if ( have_posts() ) : while ( have_posts() ) : the_post(); ?>
<div>
<h2><a href="<?php the_permalink() ?>" rel="bookmark" title="Permanent Link to <?php the_title_attribute(); ?>"><?php the_title(); ?></a></h2>
<div class="entry">
<?php the_content(); ?>
</div>
<p class="postmetadata">Posted in <?php the_category(', '); ?></p>
</div>
<?php endwhile; else: ?>
<p>Sorry, no posts matched your criteria.</p>
<?php endif; ?>
We need to add the Flutter image code. Use Flutter’s “get_image” command with the name of the image field.
I’ll put it right before the content:
<div class="entry">
<?php echo get_image('post-image') ?>
<?php the_content(); ?>
</div>
Voila! There’s the image. But it’s pretty blocky in the layout. If every post must have an image, all the images will need a standard look and feel. For this blog, I’ll make every photo a 600×400 grayscale image with rounded corners. That’s where Flutter’s image tools come into play.
5. Manipulate your images on the fly with Flutter and PHPThumb
Look through the “Custom Options List” and determine which operations to use. I’ll be using these:
w = max width of output thumbnail in pixels
h = max height of output thumbnail in pixels
f = output image format ("jpeg", "png", or "gif")
zc = zoom-crop. Will auto-crop off the larger dimension
so that the image will fill the smaller dimension
fltr = filter system. Call as an array as follows:
- "gray" (Grayscale) [ex: &fltr[]=gray]
remove all color from image, make it grayscale
Here’s the full code we’ll end up with:
<div class="entry">
<img src="<?php echo pt(); ?>?src=<?php echo get('post-image'); ?>&f=png>&w=600>&h=400>&zc=C>&fltr[]=ric|12|12>&fltr[]=gray" />
<br />
<?php the_content(); ?>
</div>
6. Cool, huh? Let’s break this down.
To generate its image manipulations, Flutter uses something called PHPthumb. Step one is to rewrite the query to pass through PHPthumb. Instead of using get_image() we’ll need to create the tags ourselves and use the pt() function for the path to PHPthumb:
<div class="entry"> <img src="<?php echo pt(); ?>" /> <br /> <?php the_content(); ?> </div>
…PHPthumb takes a query string with several parameters, the first of which is always the image source. We need to print out the name of the image using a Flutter get() command. Make sure to use the correct field name (mine is ‘post-image’) for the get().
<div class="entry">
<img src="<?php echo pt(); ?>?src=<?php echo get('post-image'); ?>" />
<br />
<?php the_content(); ?>
</div>
Finally, you can add the image filters. Each command is added onto the query with an “&” We’ll start by converting the image to a PNG using the “f“ command:
<div class="entry">
<img src="<?php echo pt(); ?>?src=<?php echo get('post-image'); ?>&f=png" />
<br />
<?php the_content(); ?>
</div>
Image manipulation commands must be separated by a “>” symbol. We’ll add on the commands to set the target width and height, separating them with a “>”:
<div class="entry">
<img src="<?php echo pt(); ?>&src=<?php echo get('post-image'); ?>&f=png>&w=600>&h=400" />
<br />
<?php the_content(); ?>
</div>
Next up is telling the system to crop the image so that it doesn’t have to stretch out to fit the dimensions. We’ll use the zc command with “C” as the attribute to crop evenly towards the photo center:
<div class="entry">
<img src="<?php echo pt(); ?>?src=<?php echo get('post-image'); ?>&f=png>&w=600>&h=400>&zc=C />
<br />
<?php the_content(); ?>
</div>
Finally, it’s time to apply the fancy filters. I’m using the ric filter for rounded corners and the gray filter for desaturation. ric takes values for the corner radius, and I used 12 for each:
<div class="entry">
<img src="<?php echo pt(); ?>?src=<?php echo get('post-image'); ?>&f=png>&w=600>&h=400>&zc=C>&fltr[]=ric|12|12>&fltr[]=gray" />
<br />
<?php the_content(); ?>
</div>
Finish by closing the image tag. Phew!
Additional Notes
This system is really easy and powerful once you get used to it. Play around a little and read through the list of all possible image manipulations; There’s a lot of good stuff there.
When creating an image field, the “Custom” textbox allows you to enter an image filter string. You should avoid using this because there’s NO WAY TO EDIT it and the original unaltered image will no longer be available for display.
An assigned image for each post would make a great image gallery; You could even superimpose the post’s title onto the thumbnail as a teaser.
List of all available filter options
Has anyone else used this Flutter feature?? Let us know how it went and what you used it for.
Christen Those Crustaceans: Win $50
You didn’t hit your head. You read that correctly. In a random act of team-building it was decided during a recent lunch-run that Fresh Tilled Soil’s new Waltham offices were lacking. Needed just a little something extra definitely not available at Staples. Brainstorming began. We started at “stuffed plush mascot”, wound our way right through to “goldfish” and then finally settled on… wait for it now…
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Coenobita Clypeatus: The Caribbean Hermit Crab
Two of them, in fact. Complete with creepy, man-made, yellow kitty shells, a pimped out tank and lots of love. We’re not afraid to admit it: Fresh Tilled Soil’s Search Marketing Department loves their new crustacean dependents. They’re adorable in a shelled, prehistoric and faintly smelly sort of way. No need to take our word for it – here is a video from this morning of the larger of our little month-old friends emerging and then retreating into its Fisher-Price “My First Shell”…
We’re in a “pinch” and want you to “shell” us your crab name ideas!
As you’ve probably surmised by now, we’d like your help in naming them. Remember, there are two crabs in need of a moniker, so you can submit just one name or attempt to christen both. Leave your suggestions in the comments below and when we’ve got a good collection voting will be open to the public. First prize is a $50 Amazon gift certificate and may the luck of Neptune be with you all!
8 Clawsome Hermit Crab Facts
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They don’t breed in captivity. So there goes another value-add for visiting clients.
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Only experts can determine their gender. We’ll never know so don’t worry about basing your name submissions on a specific sex.
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A hermit crab with a purple claw can snap a pencil in half. Sounds like a girl I used to date.
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Hermit crabs are nocturnal. As if the cleaning staff didn’t hate us enough already.
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They can live 6 to 15 years. We’ll draw straws at FTS to see who pays for tuition.
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If hermit crabs are kept underwater too long they will drown. Like Natalie Wood. I think that’s why Christopher Walken isn’t allowed to have any.
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When hermits crabs get too big for their shells they move to another one. Note to self: Call TLC and pitch idea for a show called “Flip This Conch”.
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The relatives of hermit crabs are spiders and lobsters. Sounds like a girl I… oh, never mind. Submit your own crab name in the comments below!
For Your Inspiration – Our Hermit Crabs’ Very Own Gallery
Submit your entry in the comments below!
- SEO Tips, Search Engine Marketing
- 1 Comment
Yahoo and Bing Get Married: Now What?
If you haven’t heard, it’s official—Bing and Yahoo, two major players in the search engine world, recently merged to form one company. The marriage between these two internet bigwigs has lead inquisitive minds to wonder, from internet users, to business owners, to SEO’s: What kind of changes will result from this corporate integration?
Here are the cold, hard facts—
Press releases have issued an official statement that confirms Yahoo will control Bing’s MSN Ad center for paid links, while Bing will reign over Yahoo’s organic search results listings.
But our burning questions persist:
Will Bing and Yahoo’s collaboration create one super-powered search engine that can compete with King Google? Will it change how we (the users) search? How much will it shake up existing organic business rankings? How will the Bing/Yahoo partnership affect SEO practices?
Unfortunately there aren’t any definite answers to these questions; but there are certain elements to keep an eye on in 2010 that will likely reveal crucial clues about the changes taking place in the realm of search engine marketing:
Look out for:
Search engine algorithm changes—
These are the contributing factors that affect search engine results. For example, it’s been hypothesized that the birth of Google Caffeine will alter the criteria for organic rankings.
Blended searches—
We’ve recently seen that Google search results have become much more blended, incorporating different types of categories into results pages; multimedia, real time news, and social networking content is now being indexed with written content. It’s likely that Bing/Yahoo will follow suit due to the publics’ increasingly influential role on marketing and product branding (thanks to the popularity of interactive online media.)
Content Format—
The old rules still apply for SEO-related content in 2010– relevant, high quality writing is always of utmost importance. Content structure will likely be of special import in 2010, however, since there is a much higher volume of content being indexed on the whole (thanks to blended search results.) Make content index-friendly by maintaining an organized and hierarchical structure with pointed keywords. This will let search engine spiders more quickly and easily index your site content.
Where visitors come from–
It’s more important than ever to gather information about where your site visitors are coming from since there are so many available SEO leveraging resources. Collecting and analyzing information about where visitors come from will allow you to pinpoint your target audience and effectively concentrate your SEO efforts, identifying the most valuable strategies for your particular business.
Stay tuned for more updates and exciting revelations in 2010…
- General, Search Engine Marketing
- No Comments
Google Is Self-Aware… Well Not Exactly.
If you’ve seen the movie Terminator, than the slight mention of “Skynet” might leave you shaking in your pants. Well the day has come and Google has become self-aware!… Well I’m only kidding, partially.
If you are like the majority of us you have probably come in contact with Google at some point in your life. I use Google on a daily basis, not only to search for anything and everything I may be interested in, but to perform market and keyword research for our SEO clients. You might have noticed that Google is now incorporating a new element within the search bar that “pre-determines” topics you might be searching for.
This isn’t necessarily a “new” element/feature in Google, because I have seen this for some time, but it’s definitely funny to review some of the crazy results I have found. Take a gander…










