An infographic about F-Commerce

ini_set('display_errors', 1);
error_reporting(E_ALL);

When these two lines of code were added, I was able to see the following error message:

Warning:

mysqli_connect(): [2002] No such file or directory (trying to connect via unix:///var/mysql/mysql.sock) in /Library/WebServer/Documents/connect/index.php on line 6 Warning: mysqli_connect(): (HY000/2002): No such file or directory in /Library/WebServer/Documents/connect/index.php on line 6

I never really did find a fix, but I found a deeper problem. I was putting files in the localhost directory and they were being executed fine. However, I then realised that the environment MAMP had created was in fact accessible by including the port, i.e. localhost:8888/. Shutting down the apache and mysql server with MAMP, I loaded up my files in locahost and confirmed what I knew, something else was executing them. I must have some old legacy servers running in the background I figure. Either way, I gave up.

Got a shiny brand new Macbook Air. Within 5 minutes I was able to connect to mysql in both terminal and by calling mysqli_connect(). The default password is root for MAMP, so when you change it with the command

mysqladmin -u root -p password "newpassword"

Make sure that you update the new password in the two following locations

/Applications/MAMP/bin/phpmyadmin/config.inc.php (line86)

/Applications/MAMP/bin/mamp/index.php

If you don’t do the latter you’ll receive an error saying it can’t connect to the mysql database. All in all quite a frustrating experience today. I’d prefer to code on the iMac but ultimately the stress associated to have a ‘clean start’ will be rather annoying.

For a few months now I have been subscribed to Web Designer magazine, and generally it’s a good read. This current months issue was of great interest to me, covering jQuery, and an article titled ‘Is social media the future of SEO?’.

As a SEO executive, it’s probable my view of the article is a little bias, however I felt the author got either a couple of points incorrect or didn’t clarify himself well. I’d like therefore to take the opportunity to give my thoughts on a couple of the points.

The author describes the rise in social media as having two key impacts where SEO is concerned. Firstly that users spend more time on these channels and attempting to follow the ambiguous logic of the author, is less likely to search for things using search engines? The second facet is that on Twitter and Facebook, users tend to distribute more material. This is true, however the author fails to speak of probably the biggest challenge social media presents to SEO.

With more discussion and sharing being conducted on social networks, and less blogs and general websites, Google will be more inclined to adopt social networks as reference points in the algorithm. Currently professionals use link building as a strong arm of SEO strategy but if the reference point weighting is to shift dramatically to social networks, where linking is more sporadic, organic and harder to replicate, then that does indeed represent a challenge to SEO.

After, when writing in regards to personalized search, the author states:

How can the SEO of today deal with this? It simply can’t.

Rejection of this argument is two fold. Firstly the notion of SEO as a marketing channel that comprises of a static, never changing strategy is nonsense. SEO has continuously changed in reaction to modifications to the Google algorithm, and the introduction of personalized search is no different. Indeed, SEO strategies have already been devised for people to lever personalized search to their advantage, for instance the encouragement of users to search brands.

Secondly the author’s perception of personalized search is overstated. Our tests of the change personalized search, and wider commentary provides evidence that the impact of preference of previous search behaviour affects rankings minimally. Even then it will be limited to previous markets that have been searched within. If someone decides to purchase a desktop computer, and hasn’t made any computer related in the past, how does Google personalize such results? Unless Google starts generating search results largely on preference, the current ‘traditional algorithm’ will still be hugely influential.

It’s probably the complete rejection that SEO can’t react to personalized search that leaves the author open to criticism. I agree that personalized search does provide new challenges, but also provides new opportunities to gain competitive advantage. The conclusion of the article is good. SEO has to give consideration to social media, but the general theme that social media is increasing in importance at the expense of SEO, I believe in unfounded.

Oh, and the irony that I had to resort to social media in order bring this to the attention of the author is not lost on me.

Dear Boots,

I’m as big a fan of the Boots meal deal as anyone, but I feel as both a shareholder and a customer, that sustainable competitive advantage at a corporate level could be obtained by including Mars Drink in the Boots meal deal.

May I remind your board of directors that they must act in the interest of shareholders, and the decision to include the Mars drink (preferably the thick variety) would deliver unprecedented added value.

I’m fully aware of the laws concerning insider trading, and accordingly I respect the fact you may not wish to disclose any decision made regarding my comment in the event stocks rise too sharply, given my current portfolio.

I look forward to your comments,

Regards,
Ian

I’ll be updating my readers on the progress.

Working in search marketing, it’s my aim to become fluent in HTML/CSS. Having witnessed first hand the massive impact landing pages has on converting traffic, I’d like to be able to position myself to be able to create and amend client landing pages. Using Google optimiser tool, I’ll be able to split test different landing pages and not only deliver beautiful traffic, but also spoon feed them into making purchases . 

Knowledge in CSS will additionally be useful for my own projects that I’d like to develop, but I need a book for finding the time!

On the good news front, I’ve received plenty of techie books to keep me busy. For 2010, I’ve identified my skills in Excel, CSS and landing page optimization need to be improved. With the latter, we ran a competition on one of our sites in our portfolio, and we sent a huge amount of traffic to merchants, but it became quickly apparent that the quality of the landing page influenced whether we generated £10k in sales, or literally nothing at all. 

My Excel book is probably large enough to kill someone with and has all the information to satisfy my knowledge for pivot tables. Over the forthcoming week, I’ll be cracking into that and my book on CSS. If I am to work on creating landing pages for clients, then knowledge of CSS will be critical. It’ll be helpful for my sites in my personal portfolio. Another book I need to buy in the new year is one on analytics, but I’ve got plenty of reading for now!

No pictures on this post. Not until I have a Broadband connection again!

Farewell Royal Holloway

After a couple of days hunting, I’ve finally settled on a WordPress theme for my blog and accordingly now seems as good as time as any to introduce myself. In September 2009, after two business degrees I figured my time at university should come to an end and I should start contributing to UK GDP.

Just two weeks after completing my MA in European Business at Royal Holloway, I was very fortunate to get a job. With my academic background I could have taken the path of a management graduate scheme, but rather I’ve decided to start a career in digital marketing. I love it too much.

Digital marketing isn’t something covered a lot (if at all) at university in neither my marketing or advertising modules, so the learning curve can be steep. I could quite happily give a 30 minute presentation on the democratic deficit at the heart of the EU institutions, or the impact of institutional shareholding on different models of capitalism across the EU, but to ask me to give a 30 minute presentation on link building would present a challenge.

That’s why I’m working my way up from the bottom. Digital marketing is a passion for me, and knowing SEO well is  going to be an essential skill in my career. So let the fun begin.