Will Critchlow's Posts

Announcing our Optimization Delivery Network

There are two big problems with providing organic search consulting advice. The first is that it’s often exceptionally hard to get your recommendations implemented, and the second is that it’s often really hard to know how much of a difference your recommendations will make.

Today, I’d like to announce an early-stage product we are working on that is designed to alleviate both of these issues.

We are calling this type of platform an Optimization Delivery Network or ODN. It works like this:

  • It sits in your web stack like a content delivery network (or behind your content delivery network if you are using one).

  • It allows you to make arbitrary changes to the HTML (and HTTP headers) of any page or group of pages on your website - operating a little like a CMS over the output of your CMS and avoiding the need for a lengthy wait for your development backlog.

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How do Accelerated Mobile Pages (AMP) from Google Work?

You may well have already heard of Facebook Instant Articles, which allows publishers to host content within Facebook’s infrastructure in such a way that it will load much quicker than an equivalent web page in a standard mobile browser. Facebook’s technology is closed, but Google (and others) have created a more open framework with similar goals called the Accelerated Mobile Pages (AMP) project.

At its simplest, AMP HTML is a subset of HTML with only specific JavaScript “components” available. It’s designed for creating “reading” content, rather than anything interactive. It is already designed to have ad units included and is going to have a standardised way of including analytics code, but it drastically limits the use of JavaScript.

You can see all the technical details here. The guide to building an AMP page is particularly worth reading and there are some nice little easter eggs:

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5 Things that Make Me Suspicious of Morgan Stanley’s Report on Apps vs. Mobile Web

This all started as a 20-minute task to dig into a report on mobile web usage to summarise it for our monthly client report. It turned into a couple of hours of digging and a tweetstream.

This VentureBeat article was shared widely in the digital marketing space at the end of last week. It’s based on this Morgan Stanley report [PDF] which in turn is largely based on comScore data.

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Machine-Powered ‘Taste’ - The Future of Algorithms is Curation

It’s fascinating that we still don’t really have a solution to the ‘discovery problem’ – that is, how people find new things online, things they weren’t explicitly searching for. This is despite 15+ years of Amazon’s “people who bought this also bought…”.

In large part, it comes down to the balance between human curation and machine algorithms, a topic that has been on many people’s minds lately:  

  • Ben Evans wrote about search, discovery and marketing to highlight the fundamental truth of search: that it can only ever return you things you were looking for

  • Ben Thompson wrote about curation and algorithms to highlight the strategic evolution of Apple Music as well as news products from Apple, BuzzFeed, NYT, and Twitter

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Send us Someone we Hire - Get an Apple Watch

Who do you know who would thrive in an environment like Distilled? Send us someone we end up hiring, and we’ll give you an Apple Watch (or something else you’d prefer – see details and rules).

Apple watches

Image credit: LWYang

So, apart from getting a shiny gadget on your wrist, why would you send Distilled job ads to your friends?

Here’s what you need to know

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