OK, it’s time to jump in head-first with MyLongTail. There’s been way too much thinking and office disruptions. It’s a downward spiral. You think that all you can do is the thought work, because the next distraction is imminent. The next distraction sucks you into office day-to-day work evermore. So, you do less actual work, in favor of thought work. Almost 3 weeks have passed, and a good amount of this project should be doable in just a couple of weeks. To my credit is the fact that we worked out some important issues of reducing load, based on several of Connors’ heavy traffic SEO clients. See, this system is already in place in its previous form, and turning it into a Web 2.0 offering is basically just an “extraction”, and some viral marketing.
OK, perhaps its time to frame this as birth of a Web 2.0 company, and conduct it like performance art. Can you do it without giving away the farm? How much openness and candor is healthy, and how much makes it too easy for the next person to reproduce it? Wouldn’t it be something to turn this very journal entry into the first blog entry of a public-facing MyLongTail blog? Yes, that would be something. What steps would I take? The first would be getting the blog going, and making this the first post, ASAP.
For marketing purposes, make the blogging portion of the site part of the mainstream blogosphere. Don’t get bogged down by creating your own blogging software or choosing hosted blogging software for fancy features. Get blogging fast, and get the full search optimization benefit. That means either Blogger. Why? For the benefit of the people reading this blog post, hosted solutions such as TypePad require that you dedicate a third-level domain to the cause, instead of a subdirectory of an existing www site. And with the local-install solutions, you have to go through the install and customization, and even then you often want it on a different server than the website you’re developing, getting right back to the subdirectory problem. Why is a subdirectory desirable for a blog? For search optimization, but we’ll get to that later. But it does show you the important point, that you will be seeing all the decisions that go through the head of an experienced search engine optimizer, as he creates a site from scratch.
I’ve already got the MyLongTail domains, and have it preliminarily hosted on the corporate production servers. I’m going to construct a rudimentary template that will translate well to both a Blogger template, and a template in my systems. The idea is to keep it simple for now. We’re constructing a teaser to get the attention of a specific audience, and to start signing up early adopters, and to engage trend setters in conversation. I’ve done several projects like this in the past, and have always maintained a Web journal of this sort. The difference being, I have either kept the journal private, or my intended audience could not care less what I was doing, until it was over and they saw the impact. This will be different, because the public at large will be my audience, and I’ll interweave this with the Ruby on Rails, AJAX, Web 2.0, and Longtail movements. It’s almost a guaranteed success.
Anyway, back to Blogger. Yes, Blogger. There are fewer cool plug-ins for Blogger, because it is hosted. And it doesn’t seem to be a Google priority, so features aren’t moving forward as fast as WordPress. But it is search-optimized, and easy and free. It has a Microsoft Word plug-in, which makes publishing ridiculously easy. And if things change radically, you can export it’s contents as XML, and transform the structure with XSL to bring it into any other system. So basically, there are no downsides to Blogger, and getting going is a 1-hour proposition (at most).
Ready, fire, aim!