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Why I Don’t Worry about the Link Economy

I’ve been seeing an increasing number of mentions in the tech press about the link economy and how it is broken. A few representative quotes:

Jeff Jarvis on the imperatives of the link economy:

  1. All content must be transparent: open on the web with permanent links so it can receive links.
  2. The recipient of links is the party responsible for monetizing the audience they bring.
  3. Links are a key to efficiency.
  4. There are opportunities to add value atop the link layer.

Allen Stern: “it’s clear the link economy is broken

Tim O’Reilly on the perils of sites primarily linking to themselves: “The web is a great example of a system that works because most sites create more value than they capture.”

Charles Cooper on how to fix the broken link economy: “link etiquette is basic to the integrity of the ongoing conversation in the blogosphere.”

In fact, there is an entire blog devoted to “Google juice“, although its page rank of 2 suggest to me that there may be more expert sources on the subject.

Search engine optimization (SEO) has been around for over a decade, playing a key role in the adversarial struggle for higher ranking on Google or its predecessors. But SEO now goes far beyond editing and organizing a site’s content. In an world of blogs, tweeting, and aggregation, the increasingly popular approach is linkbaiting, which means what it sounds like: doing whatever it takes to generate incoming links to a website or blog from other sites.

As a blogger, I understand the desire to attract traffic. Even though I don’t make money from this blog, I write in order to be read, and I’m not averse to spreading some bait to attract readers. I also link generously to other sites, mainly to provide value to my readers, but also to give credit where credit is due. And I’m fully aware that some of the folks I link to see those links as a favor worthy of reciprocity. I don’t complain.

But I can’t help laughing when I hear pronouncements about the link economy and how miserly sites are breaking it by excessive internal linking. Especially when there’s a real economy that is really broken!

Attention will always be a scarce, highly contested resource. Many people will use whatever means they have at their disposal to obtain and in many cases monetize it, ranging from the straightforward (e.g., publishing good content) to the blatantly unethical (e.g., browser hijacking) to the absurdly humorous (remember the subservient chicken?)  Some people will try to create “sticky” sites that emphasize internal linking, while others will create sites that serve primarily as guideposts, sending people away to other destinations as quickly as possible.

Are authors responsible for cultivating a global link economy? Do we need social pressure or even regulation in order to ensure the optimal allocation of attention? In short, I don’t think so. While we need to combat strategies that clearly cross the line into the unethical (and in many cases criminal), I’d be wary to go beyond that. The financial economy may be in need of more effective regulation, but social media seem to be doing just fine.

Besides, the wonderful thing about attention is that there is no switching cost. Give democracy a chance!

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Information Sharing: A U.S. Government Mandate

Thanks to David Fauth for calling my attention to this news release from the U.S. Office of the Director of National Intelligence: New Policy Makes Information Sharing a Factor in Employees’ Performance Reviews.

It’s certainly a step in the right direction. But what will determine the success of this effort is the implementation of Information Sharing Environment to connect federal, state, local, and tribal governments, the private sector, and foreign allies. The security challenges alone are daunting, but I’m just as concerned about the challenges of getting the right information to the right people. Anyone who thinks that search is 90% solved should think about problems like these!

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Ask, But Shall Thou Receive Traffic?

I read this morning that Ask had revamped their search engine. I tried it out, since I’ve appreciated how Ask has been more willing than its larger brethren to experiement with interfaces beyond conventional ranked lists. Unfortunately, I didn’t see anything to write home about. But perhaps I’m just not asking the right questions. I’d appreciate commentary from the readership.

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Blogging at the Greater IBM Connection

Among the various facets of my identity is that I spent a fair amount of my student days at IBM Research. While I’ve kept in touch with IBM colleagues over the years, I’ve recently reconnected with IBM as an institution through their Greater IBM Connection initative. I’ll be occasionally blogging there, starting with this post entitled “Friending vs. Making Friends“.

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General

Why Do I Blog?

Steve Hodson wrote a fun post today entitled “So You Want To Be A Rich And Famous Blogger Eh” in which he tries to classify bloggers who write in order to be read beyond their immediate family and friends. I often forget that most people who blog aim to make money from it–an aim in which I suspect few people succeed. Most writers didn’t make much money (if any!) before there were blogs, and blogs didn’t change the basic rules of attention economics.

If I read Hodson correctly, I’m a Louis Gray kind of blogger: my only “economic” gain from blogging is reputation capital. But my real motivation is that it’s fun. The blogosphere is the Usenet of my school years, all grown up. It also provides a way to share ideas in a far more immediate and permissive forum than peer-reviewed publications. Who wouldn’t want to be a blogger?

What blogging has done is dramatically lowered the cost of publication and the efficiency of reader feedback–the latter including readership statistics and comments. Sure, readers don’t pay money to subscribe to blogs like they (used to) pay for print media, but the scarce quantity has always been attention rather than money. As far back as I can remember, writers write to be read and generally count themselves lucky if they can translate readership into income. Personally, I am fortunate to have a great day job!

So readers, have no fear, you’ll never see ads here. The Noisy Channel is a labor of love.

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Spam: The Price of Success

An unfortunate indicator of this blog’s success is that I’m seeing an increased volume of spam comments. I’ve installed the Akismet plug-in; hopefully that blocks spam without too many false positivies. Please let me know if you experience any problems.

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No More Tags

I’ve decided to eliminate tags and will instead use categories for annotating posts. I’ve occasionally posted links that refer to tags; unfortunately, these will break. I’ve eliminated any internal links that referred to tags, in some cases replacing them with links to Wikipedia pages (some of which reflect the efforts of the readership here!).

Eventually I’d like to use some of the capabilities I’ve helped develop at Endeca to tag posts. But I’m not quite ready to figure out how to install and maintain an Endeca instance for this blog. But it’s something to think about as I approach a thousand posts.

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Search Green at Truevert

My colleague Herb Roitblat at Orcatec recently launched a vertical search engine called Truevert to demo Orcatec’s semantic search capabilities. From the about page:

This version of Truevert is focused on green, environmental awareness. All searches are done from the point of view of environmental and social concern. The results are obtained from YAHOO BOSS. They are then organized and clustered by Truevert. If you search for the word “carbon” for example, it knows that you want information about carbon’s impact on climate change, not its physical chemistry. What’s most surprising, is that the Truevert search engine learned all this in less than one hour on a single server with no ontology, taxonomy, or thesaurus.

Check it out! Not only is this an interesting applicaiton of Yahoo BOSS, but it also uses performs theme extraction to support limited query refinement. I’d like to see a truly exploratory interface, but I think this is a step in the right direction for vertical search.

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Mark Drapeau on Government 2.0

Thanks to Bob Gourley for calling my attention (via Twitter) to this series of posts on Government 2.0 by Mark Drapeau, an Associate Research Fellow at the U.S. National Defense University. He asks (and tries to answer: “How can the government acknowledge, assess, and embrace social software?”

A choice quote:

Internal governmental information sharing means different things to different people. The most commonly-stated objection to the incorporation of social software into national security operations is that malware could be implanted or the social tools could otherwise provide access into government systems, thereby reducing network integrity. However, a good deal of government information, while perhaps private, is not necessarily so much so that off-the-shelf Web 2.0 sites cannot be utilized – they do typically come with some security features.

Much as the web has transformed our notions of publication and information seeking, social media are transforming our notions of information sharing. I’m glad to see earnest efforts to exploit these technologies to make government agencies more effective.

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CIA Director Michael Hayden talks up Open Source Intelligence

Thanks to Dave Kellogg for calling my attention to CIA Director Michael Hayden’s remarks at the DNI Open Source Conference 2008.

Here’s a choice excerpt:

Secret information isn’t always the brass ring. In fact, there’s something special about solving a problem or answering a tough question with information that others are dumb enough to leave out in the open.

Given my academic training and exposure to the culture of peer review, I’ve always been skeptical of folks who rely on secret information to justify their conclusions. Perhaps I’ll feel differently when I have security clearance.