Blind Five Year Old

Okay, I actually don’t have any precognitive ability but I might as well have some fun while predicting events in 2011. Lets look into the crystal ball.

Facebook becomes a search engine

The Open Graph is just another type of index. Instead of crawling the web like Google, Facebook lets users do it for them. Facebook is creating a massive graph of data and at some point they’ll go all Klingon on Google and uncloak with several bird of prey surrounding search. Game on.

Google buys Foursquare

Unless you’ve been under a rock for the last 6 months it’s clear that Google wants to own local. They’re dedicating a ton of resources to Places and decided that getting citations from others was nice but generating your own reviews would be better. With location based services just catching on with the mainstream, Google will overpay for Foursquare and bring check-ins to the masses.

UX becomes more experiential

Technology (CSS3, Compass, HTML5, jQuery, Flash, AJAX and various noSQL databases to name a few) transforms how users experience the web. Sites that allow users to seamlessly understand applications through interactions will be enormously successful.

Google introduces more SEO tools

Google Webmaster Tools continues to launch tools that will help people understand their search engine optimization efforts. Just like they did with Analytics, Google will work hard in 2011 to commoditize SEO tools.

Identity becomes important

As the traditional link graph becomes increasingly obsolete, Google seeks to leverage social mentions and links. But to do so (in any major way) without opening a whole new front of spam, they’ll work on defining reputation. This will inevitably lead them to identity and the possible acquisition of Rapleaf.

Internet congestion increases

Internet congestion will increase as more and more data is pushed through the pipe. Apps and browser add-ons that attempt to determine the current congestion will become popular and the Internati will embrace this as their version of Greening the web. (Look for a Robert Scoble PSA soon.)

Micropayments battle paywalls

As the appetite for news and digital content continues to swell, a start-up will pitch publications on a micropayment solution (pay per pageview perhaps) as an alternative to subscription paywalls. The start-up may be new or may be one with a large installed user base that hasn’t solved revenue. Or maybe someone like Tynt? I’m crossing my fingers that it’s whoever winds up with Delicious.

Gaming jumps the shark

This is probably more of a hope than a real prediction. I’d love to see people dedicate more time to something (anything!) other than the ‘push-button-receive-pellet’ games. I’m hopeful that people do finally burn out, that the part of the cortex that responds to this type of gratification finally becomes inured to this activity.

Curation is king

The old saw is content is king. But in 2011 curation will be king. Whether it’s something like Fever, my6sense or Blekko, the idea of transforming noise into signal (via algorithm and/or human editing) will be in high demand, as will different ways to present that signal such as Flipboard and Paper.li.

Retargeting wins

What people do will outweigh what people say as retargeting is both more effective for advertisers and more relevant for consumers. Privacy advocates will howl and ally themselves with the government. This action will backfire as the idea of government oversight is more distasteful than that of corporations.

Github becomes self aware

Seriously, have you looked at what is going on at Github? There’s a lot of amazing work being done. So much so that Github will assemble itself Voltron style and become a benevolently self-aware organism that will be our digital sentry protecting us from Skynet.

As you surf the web today you’ll inevitably run into Facebook’s Like button.

There are a number of implementations but they all tell you how many Likes that item (or object in Open Graph speak) has received.

When a Like is not a Like

But did 938 people really Like this rather interesting Slate article about Netflix? No.

Only 130 actually liked this article. The rest of that 938 is composed of shares and comments.

What you’re looking at above is XML output from a links.getStats call from Facebook’s old REST API. The data definitions for the link_stat table detail what share, like, comment and total represent.

The Like number shown to users is actually the total_count – “the total number of times the URL has been shared, liked, or commented on.”

I’m not particularly perturbed by lumping share and like together – those two actions are similar. In both cases I’m explicitly choosing to interact and promote that item. And I suspect that they’re doing this for some amount of backwards compatibility.

But comments seems like a stretch to me. I’m choosing to interact with a combination of item and person. My comment might have little to do with the item and more to do with the person sharing it. In this instance I could have commented on the movie viewing habits of the person sharing the item. Does that mean I ‘Like’ that item?

Like Number Inflation

At a minimum, I think this is a manipulation of perception. The numbers are part of a Like marketing campaign. Large Like numbers throughout the Internet make it seem like the functionality is being used frequently. Yet, here we see that the specific Like feature isn’t as popular as we might have suspected.

I’m still a fan (pun intended) of the Like button and the Open Graph, but showing this inflated number (even if it can be rationalized) seems disingenuous. What do you think?

There are plenty of great blog posts about SEO tools, though you should be careful to look at a curated and updated list. Actually an SEO tool wiki would be an interesting idea. But I digress.

Instead of discussing the SEO tools I use I thought I’d share the other tools I use each and every day. Tools that have become indispensable, saving me time, energy and headaches.

Dropbox

Sharing files can be hassle unless you have Dropbox.

Dropbox is essentially a cloud based storage system. I started using it to sync files between my laptop and desktop computers. But what Dropbox is really good for is sharing files with clients.

Email is unreliable and you often wind up spending time waiting for folks to find and download files. Dropbox lets you create a shared folder for each client where you can keep all related materials. Not only can your client find the materials, they can point internal resources to it with ease. This is particularly useful if a client uses contracted or offshore developers.

You may have to convince clients to install Dropbox. Don’t worry, the 2GB plan is free, installation is easy and the instant value it delivers will earn you quick kudos.

Adium

I love Instant Messaging. Short of being on-site, this is often the best way to communicate, clarify and remove roadblocks. Email is slow and asynchronous. The phone doesn’t provide the added context of links or screen shots. IM is fast and effective. It can also be a hassle if you have clients on multiple IM platforms. Yahoo! Messenger, Google Talk, Jabber, AIM and more.

Setting up accounts with each is easy, but having every IM client up and running at once creates problems. Context switching between each platform’s UI is not trivial. The messages arrive in different ways (with different sounds) and you wind up having multiple windows begging for your attention.

That’s where Adium comes in.

Adium is a free instant messaging application for Mac OS X that can connect to AIM, MSN, Jabber, Yahoo, and more.

Adium unifies all your IM programs into one slick interface. The tabbed chat feature is particularly nice so that you don’t have a new window for each IM conversation cluttering up your monitor.

You can even combine contacts (the same person on multiple IM platforms) “so that each one represents a person, not an account.” This is nice when you don’t care how you reach them, just that you reach them. Like the phone, you don’t care who the carrier is, you just want to connect.

The good news is you can use Adium even if your friends or clients don’t. The bad news, it’s Mac only. Windows users might want to check out Trillian instead.

TinyGrab

If a picture is worth a thousand words, perhaps a screen shot is worth a few hundred.

Screen grabs are a vital part of the SEO process. You want to show clients what you’re seeing and how to fix it. If you’re building a presentation deck this isn’t a huge problem.

If you’re having an IM conversation about an issue (with Adium I hope), the traditional screen grab can be slow and clunky. Enter TinyGrab.

Download this tool and each time you take a screen grab it saves it to the cloud and copies a tiny URL of it to your clipboard. Then simply paste it into your conversation and you’ll be looking at the same thing in no time.

The free version of TinyGrab gives you 10 grabs a day. For a one-time fee of £10 you can upgrade to the premium version for unlimited grabs.

These tools make me more productive every day. Do you have other tools that make a difference in your daily life? Share them here.

Back in 1999 I sat in the San Diego County Courthouse reading Seth Godin’s Permission Marketing, hoping that I didn’t get selected to serve on the class-action lawsuit against grocery chains who had allegedly conspired to fix prices on eggs.

I run hot and cold on Godin these days but Permission Marketing made a lot of sense and still does to a large extent. The core principle was that you needed permission to market to your customer.

Make the Permission Overt and Clear – Chapter 9, p 163.

As an early email marketer I recall the days when double opt-in lists were all the rage. Opt-in just wasn’t enough because the methods of collection could have been less than overt and clear. A double opt-in list ensured that you were getting the best list, the Glengarry list.

Opt-In versus Opt-Out

The difference between opt-in and opt-out can be substantial. Opt-in is the active choice to accept something, while opt-out is the passive acceptance of something. The problem here is that inertia can be quite powerful. The default presentation is often used by users as they seek to efficiently complete a task.

That’s not to say all opt-ins are created equal. The acceptance of terms of use (and privacy) before completing a download or registration is a weak opt-in since the majority of people don’t read it and those that do often don’t understand it. This type of coerced opt-in may be better than an opt-out but not by much.

Is Opt-Out Bad?

As a marketer, opt-in can be frustrating. A product or service that you just know would be valuable to a user is gated by their natural inertia. You run the numbers and it’s clear that an opt-out would be better for both the business and the user. Quite simply, you’d be able to deliver a valuable product to more of the right users. Those who don’t see that value can opt-out. No fuss, no muss right?

Well, permission marketing would tell you that you need overt and clear permission from a user to start that relationship. A user must raise their hand. Is opt-out overt enough? That’s debatable but it brings us to another permission marketing principle. Once given permission, you can’t abuse that permission. That’s where things have gone awry.

Opt-out got a bad name because (way) too many businesses abused that weak permission by not being relevant. It’s a shame since a good marketer could probably pull off an opt-out program. And that’s just what Facebook and Google are doing.

Value and Relevance

The value of your product or service and the relevance you deliver to the user are going to be paramount to maintaining that permission, no matter how it was attained. Think about that for a minute.

What I’m saying is that if your product or service is that good, you can acquire those customers in nearly any way. Opt-in, Opt-out, Optimus Prime, it won’t matter. Sure, some people will claim it does, but there’s evidence to the contrary.

Google is Good … Enough

Google tracks and uses your search and site history to personalize your search results. They actually do this when you’re signed-in and signed-out. Here’s a look at how you sign up for Web History.

It’s opt-out and it’s relatively overt, but is it clear? It communicates the benefits quite nicely but what the feature actually does … not so much. But hey, that’s why there’s a Learn More link, right?

Web History actually can make your Google experience better. For most users I’d guess the Web History feature is completely transparent and they have no idea that their actions are being recorded. They simply think Google works great.

But what happens when someone figures out what’s going on?

What People Say and What People Do

People may say they would turn Web History off but how many really do? Sure, sometimes there’s a meme that takes hold and a few folks will very publicly call it quits. But the majority don’t … even when they say they will. The bark is much worse than the bite. And both Google and Facebook know it.

Lets take behavioral targeting (BT) as an example.

Behavioral targeting uses information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.

When people are asked whether they want this type of advertising, the response is generally negative.

Yet, behavioral targeting has proven to be very successful with click through rates substantially higher, often cited at three times the normal click through rate and recently noted in one study (pdf) as having the ability to achieve a 1000% lift. The ads are more relevant and people are voting with their clicks.

Google’s DoubleClick has a BT program. They call it interest-based advertising. The program is opt-out and Matt Cutts recently commented on the opt-out behavior.

Only a relatively small number of people visit that opt-out page each week, and the majority of them change their interests rather than opting out.

Once again, we see a product delivering enough value and certainly enough relevance to overcome any ire users might have about the ‘auto’ opt-in. In fact, the product produces such relevance (as seen by the high CTR) that most users simply think the ads are getting better. They’re not giving much thought to the how, just that it’s a better experience.

What about Privacy?

I still believe in privacy. I actually have Web History turned off and I don’t share much on Facebook. I consciously made those choices. Just like I make the choice not to give my name and address away at the drop of a hat to enter to win the new car parked in the middle of the mall. There’s a certain level of personal responsibility and common sense that must be levied on the user.

I believe that you would see users opt-out of these services if they didn’t provide the requisite relevance and value. Right now, Google and Facebook do for the majority of users.

Marketing Privacy

Google has been careful, outside of Buzz, to not provoke negative user interest. Instead, they’ve worked and publicized their attempts to make opt-out and privacy settings more available. Why? They’ve seen that users are willing to give up a certain amount of privacy to engage in their products. So they’re happy to have 100,000 people a day visit their dashboard.

Facebook, on the other hand, has provoked negative user interest. They make broad sweeping changes that highlight the exchange of privacy for value. Coupled with a poor user interface for the various opt-out settings and Facebook has caught substantially more flak.

Google has been marketing privacy while Facebook has been marketing value.

Intravenous Permission

Have Google and Facebook killed Permission Marketing? Not really. Google, and Facebook to a lesser degree, has short-circuited the natural progression of permission and achieved a type of intravenous permission (the highest level) through the release of great and free products. (Free is important. It creates a subtle user obligation.)

Users can always revoke this level of permission. It will take a break in trust, an abuse of permission, to force users to evaluate their exchange of privacy for value. Even then, that balance will have to be substantially different for users to make a change.

Last year I wrote about Google’s text-only cache which lets you see what Googlebot sees.  This fits in well with Blind Five Year Old philosophy since Google doesn’t care if your site is pretty. I know, it’s not a perfect analogy because Google would need to read the text but … think of it as braille for Googlebot.

I still recommend the technique but wanted to pass along a better way to access Google’s text-only cache.

Google Text-Only Cache Bookmarklet

A bookmarklet is a bookmark that delivers one-click functionality to a browser or web page. You’re probably using a few already (bit.ly anyone?). Following is a bookmarklet that shows the Google text-only cache of any page.

Text Cache

Simply drag the link above to your bookmark bar to have one-click access to Google’s text-only cache of the page you’re on. This bookmarklet comes from SEOmoz, where they’ve compiled a list of 30 SEO bookmarklets along with instructions on how to create your own.

Create Your Own Bookmarklet

Creating your own bookmarklet really is easy. Here’s one I created that gives you one-click access to SEM Rush.

SEM Rush

The instructions SEOmoz provides are solid, but limited to simple queries. Anything more and you’ll need to learn additional javascript commands and syntax. If you’re technically inclined that’s not a huge task, but start out by futzing around with the simple stuff. As always, doing it is the best way to learn.

So grab or create SEO bookmarklets so you’re spending less time navigating and more time analyzing.

As we begin 2010, it’s time for me to go on the record with some predictions. A review of my 2009 predictions shows a few hits, a couple of half-credits and a few more misses. Then again, many of my predictions were pretty bold.

This year is no different.

The Link Bubble Pops

At some point in 2010, the link bubble will pop. Google will be forced to address rising link abuse and neutralize billions of links. This will be the largest change in the Google algorithm in many years, disrupting individual SEO strategies as well as larger link based models such as Demand Media.

Twitter Finds a Revenue Model

As 2010 wears on Twitter will find and announce a revenue model. I don’t know what it will be and I’m unsure it will work, but I can’t see Twitter waving their hands for yet another year. Time to walk the walk Twitter.

Google Search Interface Changes

We’ve already seen the search mode test that should help users navigate and refine search results. However, I suspect this is just the beginning and not the end. The rapid rate of iteration by the Google team makes me believe we could see something as radical as LazyFeed’s new UI or the New York Times Skimmer.

Behavioral Targeting Accelerates

Government and privacy groups continue to rage against behavioral targeting (BT), seeing it as some Orwellian advertising machine hell bent on destroying the world. Yet, behavioral targeting works and savvy marketers will win against these largely ineffectual groups and general consumer apathy. Ask people if they want targeted ads and they say no, show them targeted ads and they click.

Google Launches gBooks

The settlement between Google, the Authors Guild and the Association of American Publishers will (finally) be granted final approval and then the fireworks will really start. That’s right, the settlement brouhaha was the warm up act. Look for Google to launch an iTunes like store (aka gBooks) that will be the latest in the least talked about war on the Internet: Google vs. Amazon.

RSS Reader Usage Surges

What, isn’t RSS dead? Well, Marshall Kirkpatrick doesn’t seem to think so and Louis Gray doesn’t either. I’ll side with Marshall and Louis on this one. While I still believe marketing is the biggest problem surrounding RSS readers, advancements like LazyFeed and Fever make me think the product could also advance. I’m still waiting for Google to provide their reader as a while label solution for eTailers fed up with email overhead.

Transparent Traffic Measurement Arrives

Publishers and advertisers are tired of ballpark figures or trends which are directionally accurate. Between Google Analytics and Quantcast people now expect a certain level of specificity. Even comScore is transitioning to beacon based measurement. Panel based traffic measurement will recede, replaced by transparent beacon based measurement … and there was much rejoicing.

Video Turns a Profit

Online video adoption rates have soared and more and more premium content is readily available. Early adopters bemoan the influx of advertising units, trying to convince themselves and others that people won’t put up with it. But they will. Like it or not, the vast majority of people are used to this form of advertising and this is the year it pays off.

Chrome Grabs 15% of Browser Market

Depending on who you believe, Chrome has already surpassed Safari. And this was before Chrome was available for Mac. That alone isn’t going to get Chrome to 15%. But you recall the Google ‘What’s a Browser?‘ video, right? Google will disrupt browser inertia through a combination of user disorientation and brand equity. Look for increased advertising and bundling of Chrome in 2010.

Real Time Search Jumps the Shark

2009 was, in many ways, the year of real time search. It was the brand new shiny toy for the Internati. Nearly everyone I meet thinks real time search is transformational. But is it really?

A Jonathan Mendez post titled Misguided Notions: A Study of Value Creation in Real-Time Search challenges this assumption. A recent QuadsZilla post also exposes a real time search vulnerability. The limited query set and influx of spam will reduce real time search to an interesting, though still valuable, add-on. The Internati? They’ll find something else shiny.

The other day I received an interesting email from Yahoo!

It’s pretty easy to read between the lines here. In fact, little line reading is necessary. The new comScore beacon is providing more accurate results. Yahoo is not currently participating in the beacon program. Yahoo wasn’t keen on the “apples-to-oranges” comparison that “could create confusion for advertisers” because it would likely negatively impact their display business.

Don’t Forget Yahoo!

Bashing Yahoo! seems to be the cool thing to do these days, and they’ve certainly driven themselves into a ditch. But Yahoo! still holds a powerful position as a portal, content and email provider. This email seems like a not-so-gentle reminder that Yahoo! is still a 900 pound gorilla in some circles.

Beacons and Panel Data

The other takeaway here is the fact that beacons are fast becoming the best way to measure traffic. I see comScore’s introduction of beacon technology as a direct reaction to Quantcast.

The rise of Google Analytics allows more and more companies to know exactly how much traffic they receive. The result of this knowledge is a growing dissatisfaction with panel based measurements that aren’t just inaccurate but are sometimes flat out wrong.

No More Hand Waving

Whether it was the Web 1.0 darling Alexa or recent upstart Compete, panel based services continue to fail. The difference this time around is that we have beacons (like Google Analytics and Quantcast) that let us know when they fail and by how much.

So while Yahoo! has secured a 6-month repreive, the future will be in accurate and transparent traffic measurement.

Saturday is bill paying day. One of those bills was Comcast. I’m signed up for automatic payments but I generally check to make sure everything is okay. I’m a bit paranoid that way and it usually only takes a few minutes with a cup of coffee steaming next to me to confirm that all is well.

Comcast was last on the list since I review my bills in reverse chronological order and the Comcast bill notification arrived in my inbox on Friday.

Comcast Fail

I clicked through on the bill and entered my user name.

I tried three times, paying special attention to ensure I didn’t fat finger something. Each time, same thing.

So I contacted customer support using their Live Chat feature. I was quickly connected with Vanessa who after a brief back and forth provided this explanation.

Vanessa > I wish to inform you that we did an upgrade with our system and we merged the 2 accounts which is the comcast.net and .com

Vanessa > And due to this upgrade since you do not have internet service I am afraid that you need to register it again online, AJ.

That makes as much sense as a fish riding a bicycle! To Vanessa’s credit she was apologetic (even though it wasn’t her fault) and very helpful. Thank you Vanessa.

Comcast System Upgrade?

I’m not an engineer or a coder, but I know enough to know that a database merge can be done far more elegantly. Boiled down, isn’t this a simple left outer join?

Even if there is more complexity (and there usually is) wouldn’t it be wise to deal with those issues instead of inconveniencing your customers?

Comcast Error Messaging

Even if Comcast chose to go ahead as planned, they could have avoided in-bound customer service issues by applying proper error messaging.

A simple statement about a system upgrade requiring users to re-register would have made the situation clear. Inconvenient but at least Comcast would have provided an immediate answer to the problem they created.

But here’s the rub. You need your account number to register!

That account number is not on the billing email and since I use paperless billing I have no material with my Comcast account number. No matter what, I’d still have to contact customer support to retrieve my account number.

Comcast Customer Service

Despite the buzz Comcast has generated around their use of Twitter they still don’t seem to understand customer service.

If they did, they’d have created use cases from a customer perspective and realized that this upgrade would be detrimental for users and would cause added customer support costs.

AT&T U-verse is looking better all the time.

The personal data Facebook has could be worth millions or wind up being as valuable as a stack of Monopoly money.

Social Media Data Mining

I got to thinking about this because of a FriendFeed comment Dan Morrill made on an Altitude Branding post titled New Books, New Covers.

Not sure if I really want to shift it, if marketing folks know I am getting tired of microsoft based systems and planning on going all apple, what kind of marketing fight would happen over that one? I want them to look at me one dimensionally cause I can blow them off easier.

A few weeks later I had a conversation with Ana Yang at the FriendFeed open house. Ana’s not on Facebook. Why? She doesn’t think it really represents who people are but who they want to be.

The implications of both these statements buzzed around in my head and connected with other thoughts I’d had on social media data mining.

People Lie

Dr. Gregory House is fond of this saying. He’s right too. People do lie, and for a variety of reasons.

Among other reasons, they lie to avoid things, they lie to fit in and they lie to avoid embarrassment.

I’d argue that people are more likely to lie in social situations and that the relative distance created by the Internet also increases people’s proclivity to lie.

So, forget about the privacy issues surrounding data collection. The real threat to Facebook’s plans lay in incomplete or downright inaccurate personal information.

Lies of Omission

The problem isn’t the actual issue of privacy, but the reaction to privacy. The heightened awareness that your personal information might be available to the highest bidder leads many to change their behavior. Some, like Dan, may lie to avoid marketing. Others may go back and remove certain information.

At a minimum, many simply reduce the amount of personal information they share moving forward. This sharing reticence creates a skewed look at people overtime. The personal data becomes a snapshot of who they were, and not who they are.

There are also topics that you might not want to discuss in a public forum. You’re probably not going to fan an incontinence product. You might not divulge the nitty-gritty details of your divorce. Most aren’t going to discuss their pornography habits.

Social Lies

One of the core issues here is the idea that self-reported social data is accurate. This isn’t a magazine subscription or a warranty card submission – things that have roots in a commerce transaction. Commerce serves as a safeguard against pervasive lying. You can’t receive that magazine if your address isn’t correct.

Social data is untethered from commerce and therefore doesn’t have a natural safeguard. The transaction taking place is psychological and emotional instead.

The act of social lying is pervasive. How many share real information when asked ‘how are you?’ Not to mention the powerful force of peer pressure and the innate desire to be liked.

We acquiesce. We embellish. We edit. We redact. Not only that, but we change our behavior based on the environment and setting.

Social Schizophrenia

At work you might say one thing, but sitting out in the backyard with a beer you might say something different. Your status update on Facebook might be different from the one you have on LinkedIn.

Soon after the FriendFeed open house there was a rather public integration of social personalities. This might not be a frequent occurrence but it’s enough to be unnerving. There is no householding of these different personalities under one address, whether it be an extreme case or simply the different facets of your social existence.

Even if you could accurately aggregate social data across various networks and email addresses, would you be able to extract reliable meaning from that data?

Social Trust

Why would companies pay for social data they can’t trust? Most companies already have multiple sources of personal data. Consumer databases with multiple reporting lines are frequent. Many also build their own through rewards programs.

Yet, marketers are always hungry for more. That’s where profiling and detailed segmentation services provided by companies like Nielsen Claritas come into play. You might think that Facebook could give them a run for their money, but it comes down to the self-reporting bias once again.

It’s not what you say you do, it’s what you actually do that matters. Facebook data is interesting but it’s not a hotel on Park Place. It’s more likely a house on Baltic Avenue.

Google adopts microformats. Finally.

What are microformats?

Microformats is a semantic markup that brings structure and meaning to metadata. In less technical terms it means you can tell search engines exactly what the content is versus having them guess. Google is supporting just two of the microformat standards initially – reviews and people – but seems committed to expanding their coverage in the future.

Why microformats matter

The upside to microformats is that search engines no longer have to guess. Remember, think of a search engine as a blind five year old.

A five year old may figure out that what they’re reading is a review by noticing the format or content of the text. (They can’t really ‘see’ a star rating.) A search engine might piece it together. You’d hope so but … they’ll often fail.

Microformats lets you put a big headline on the review that shouts ‘this is a review‘.

What are rich snippets?

If the search engine can understand and trust the metadata it can transform bland search results into something more robust and compelling. This is what Google calls a rich snippet.

Both Microsoft and Yahoo! adopted microformats long ago and Yahoo! has been using SearchMonkey to accelerate the display of robust search results. It was an area where I believed Yahoo! had an advantage and should have been seeking to exploit it more.

A rich snippet is far more attractive and will drive more clicks. It was rumored that Google was holding out because they didn’t want to create an inequity based on the ability to implement semantic markup.

Was Google trying to write an extraction program to interpret native code so everyone could obtain a rich snippet? Maybe they were, maybe they weren’t but they’ve clearly decided that rich snippets are important and microformats are the way to quickly deliver rich snippets in search results.

Microformats go mainstream

I’ve been a big proponent of microformats since being introduced to them by Chris Eppstein. I was so sure they’d go mainstream it was one of my 2009 Internet and Technology Predictions.

Does the adoption of microformats by Google fulfill that prediction? I think so.