Google doesn't just have the best search engine on the Web.
It doesn't just have the best contextual advertising system on the Web.
Heck, it doesn't just have the best advertising system of any form of media in the world.
It also has the best corporate slogan.
"Do no evil" is a great attitude for any business.
Now, you can certainly argue about whether Google lives up to it. (Personally, I don't think the company's perfect but I think it does a pretty good job.) But you can't argue with the sentiment.
In fact, I'd go a little further and say that every online business should try to do good.
By that I mean it should do more than make money.
Yes, money is a good thing. It's certainly a useful thing. But if you're creating a site with just one goal -- to make money -- you'll find it very hard to make a dime.
To be successful a website has to bring something truly valuable to the marketplace.
That might be news about a topic you enjoy, like photography or football.
It could be tips on converting a garage into a workroom or setting up a home network.
Or it might just be side-splitting stories about you, your family and what your crazy cat got up to last week. Even that can be considered doing good, as long as it brings a smile into people's day.
This isn't just another way of saying that content is king. Content does rule but this is a whole other attitude. It's about understanding that you -- everyone -- has something valuable to contribute to other people.
The most important thing you can do when you're developing your site is to recognize what your readers are getting out of it -- and out of you. If you can understand why they come back to read your content, you'll know your site's true value.
That's not a figure you'll find on an AdSense check. But it will certainly affect the figures you find you find on your AdSense check.
It's Del.icio.us!
Furl It!
December 13, 2008 01:11 PM
First of all I would agree that bringing value to readers IS the alpha and omega of doing business. I would also say that spending some of the money earned for good will unto others is important. In our case it was one of the banner suppliers that brought our attention towards the SOS Children Villages, and subsequently we decided to donate 25$ per month for the next ten years in recognition of their needs and our wish to do good.
Where would we be with extra income? You can only eat one steak at a time anyway, and you can only enjoy so much luxury. There comes a time when paying back is important. Sort of a "success criteria" when things become, indeed, more than a question of earning money.
Thanks for a good blog, Joel. :-)
December 13, 2008 03:24 PM
Wow! I'm not evil. Thanks makes my day.
Thanks for the post and I greatly agree with you.
If I help to change the way anyone sees the world, so they are more empowered and enjoy an enhanced vision, I have accomplished my mission.
I have two blogs now as I recently launched a new web site for my new e book, which stems from and uses my art. Since the Post Conceptual Art site, the main site really aims at people interested in fine art and inspiration, while the other site is more self- help, motivational, transforming and inspirational, I felt that two sites were better than one.
Six weeks ago while I was creating the new site I added AdSense to the blog, and then for the first time added it to the other site also.
Oddly although the stats for both sites continues to grow, I have begun to feel that Google ads must be bringing some kind of extra respectability and authority to my blogging.
While the stats for the brand new site had nowhere to go but up, the original site seems to be now growing buy about a third more unique new visitors each month. About a fourth of my unique visitors spend over 30 minutes at each site, and over half of those spend at least an hour. There is a lot of content and images on each site.
Joel, I wrote the above, because what amuses me is that I am getting almost no click through on the Google ads. They are sort of hanging in the sidebars and under each post like little decorations. Yet, I am keeping them as them seem to help the sites.
I have actually laughed at the ads on my sites as Google will find keywords and place ads that seem to match. For instance, the inspirational e book site that offers an actually way to physically change the way one sees the world by creating visual memories that the brain can then use to decode more of the impressions of light data received from the eyes has Google ads for sunglasses, Lasix, and optical chains.
Obviously I am happy to sell the e book, but I also have a way that anyone can obtain it by helping to viral market it. Both sites offer limited edition signed investment quality collectible prints, too. However, the amount of helpful and informative information available at both sites, and especially the original one (as its had more time) far outweighs any offer. A visitor to either site can benefit greatly without ever spending a dime. That's fine with me.
Thanks for the post and linking from Twitter.
Judy Rey Wasserman
December 16, 2008 02:39 AM
In short it is the golden idea of: "Deliver more than you get paid for, as an investment in your future" Following this rule onine sooner or later you will do well!
December 21, 2008 10:18 PM
I just started blogging, and a big part of my objective is to write about other artists, and support their efforts in the hope of someday drawing attention to them and hopefully attract visitors who will want to support them.
Another aspect that internet businesses might consider is Corporate Social Resonsibility (CSR)
Wikipedia defines CSR as a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and stakeholders, as well as the environment.
I wrote an article (published) in 2005 which goes into a bit more detail on the subject of CSR in the Public Sector.
http://vrb-bci-pmac.ca/writers-bloc/CSR-CNV01.htm
December 29, 2008 09:24 PM
Thank you, Joel, for this well-written and concise advice piece; it's refreshing to see sentiments like this expressed.
I had actually kept this blog entry web-browser window open, after only slightly skimming the content of this entry, because I was planning to post something here, regarding Google - something that was especially pertinent, before Christmas, when I found this post (though by that time, it was probably too late, for Christmas shopping :-)
Google is a great resource, and I'm glad that they make so many [very!!!]-useful features, totally free of charge... though they do have significant flaws.
One thing though: In addition to using Google to search the web, I hope that people use GoodSearch, so that an organization of their choice can receive a small contribution, for each web search conducted. Charities, think tanks, and non-profit political groups (including student organizations and clubs), can sign up for this program.
At about the time I signed up my College Republicans organization, GoodSearch unveiled a "GoodShop" program, which involves affiliate referral links for internet purchases, and so many of the most popular retail companies and stores are now part of this.
I don't know what your perspective is, on this model (for searching, or referral commission-granting), but I am glad that this easy and convenient system exists.
January 16, 2009 12:04 PM
I have just really discovered the value of what this post is about. I have been a professional in a particular field for thirty years. I built my first three websites about some other interest that were not related to my profession.
Just two weeks ago I started a blog which shares "how to" information related to my profession. I am amazed at how effortlessly the content pours onto the pages.
I am pretty excited about this site because it offers solutions to problems. Not only that but I am also able to share advice that relates to the profession.
So far the response has been good. I'm getting some good traffic from the search engine results pages already. Also people are linking up with the website too!