This week, I have been discussing the different approaches to blog analytics that can be used to determine what posts from a blog’s archive are most popular, and whether a blog is front-loaded or long-tailed. The thesis is that it’s not always what the words in the blog are that are important.

In a guest post this morning at ProBlogger, Skellie discusses how the value of social media visitors is different and inherently more complex than the value of visitors generated from traditional methods, such as search and feedreaders. Her eight points further support my ideas that the old advertising models are not the best suited for the new blogging world.

Stepping away from the existing advertising models that have been used since blogging popularity exploded in 2005 and 2006, it is clear that the new, interactive social web model requires an advertising approach that centers on community and conversation, rather than the older idea of context and aggregated readership.

The Current Model

Current blog advertising falls into two categories:

1. Contextual Ads. This is the Google model, and is based on the ad network auctioning off keywords and phrases to advertisers for the privilege of seeing their ad links or images appear on pages that contain those words or phrases.
2. Sponsored Ads. Once a blog is popular enough and can prove a well-developed audience, the blogger can offer to sell space on his blog to advertisers who wish to have their products, offerings or companies presented to the target audience.

In my opinion, these two approaches fail blog owners.

Contextual ads understand the content of the page, but do not understand the popularity of the page, or its relationship to the popularity of other pages in the archive.Contextual ads lack a sense of community, a sense of conversation. While the model has proven successful, it does not maximize the reach that a blog has with its own audience.

Sponsored ads understand the audience that the blog reaches, but do not account for posts that draw the readers’ attention for the longest time, both in terms of time spent reading and thinking about the post as well as over time in an historical sense. The sponsored ad model assumes that all posts get equal attention, or drive community and conversation to the same degree.

The New Model

In the new model, more effective use of visitor analytics is vital to shaping the type and value of the ads sold. Studying the visitor statistics of a blog will allow the owners to see whether the blog is, in general, front-loaded or long-tailed.

If the blog has a front-loaded audience, the most recent posts are of higher value and could be auctioned of at higher prices. In order for this to work, both the ad-hoster and the advertiser would have to agree to the value of the most recent posts using a proven and open statistical analysis methodology. In the case of front-loaded blogs, this analysis methodology would have to demonstrate that there is a higher traffic volume for posts that are between 0-3 days old (setting a hypothetical boundary on front-loading).

For blogs that are long-tailed, those posts that continue to draw consistent traffic would be valued far more highly than those that fall out into the general ebb and flow of a bloggers traffic. These posts have proven historically that they appear highly in search results and are visited often.

In addition to the posts themselves, the comment stream has to be considered. Posts that generate an active conversation are farmore valuable those that don’t. Again, showing the value of the conversation is reliant of the ability to track the numbers of people in the conversation (through Disqus or some other commenting system).

This model can be further augmented by using a tool like Lookery that helps to clearly establish the demographics of the blog audience. Being able to pinpoint not only where on a blog to advertise but also who the visitors are who view those page, provides a further selling point for this new model and helps build faith in the virtues of a blog that sells space using this new, more effectively targeted advertising pricing structure.

Now, I separate the front-loaded and long-tailed blogs as if they are distinct. Obviously these categories apply to nearly every blog as there are new posts that suddenly capture the imagination of an audience, and there are older posts that continue to provide specific information that draws a steady stream of traffic to them.

Summary

This is a very early stage idea, one that has no code or methodology to support it. However, I believe that the current contextual advertising model, one based solely on the content of the post, is not allowing the content creators and blog entities to take advantage of their most valuable resource - their own posts and the conversations that they create.

I also believe that blog owners are not taking advantage of their own best resource, Web analytics, to help determine the price for advertising of their site. Not all blog posts are created or read equally. Being able to very clearly show what drives the most eyeballs to your site is a selling point that can be used in a variable-price advertising model.

By providing tools to blog owners that intimately link the analytics they already gather and the advertising space they have to sell, a new advertising model can arise, one that is uniquely suited to the new Web. This advertising model will be founded in the concepts of conversation and community, providing more discretely targeted eyeballs to advertisers, and higher ad revenues to blog owners and content creators.

UPDATES

Appears that BuzzLogic has already started down this path. VentureBeat has commentary here.

Tags: ad network, advertising, advertising approach, advertising initiatives, advertising model, advertising models, advertising space, analytics, audience, blog advertising, blog advertising works, BuzzLogic, contextual ads, contextual advertising, contextual advertising model, front-loaded, Google, interactive social web model, long tail, long-tailed, search results, social media visitors, statistics, traffic, variable-price advertising model, VentureBeat, views, Web analytics

In the realm of Web performance measurement and monitoring, one of the eternal and ever-present questions remains “What is fast?”. The simple fact is that there is no single answer for this question, as it it isn’t a question with one quantitative answer that encompasses all the varied scenarios that are presented to the Web performance professional.

The answer that the people who ask the “What is fast?” question most often hear is “It depends”. And in most cases, it depends on the results of three distinct areas of analysis.

1. Baselining
2. Competitve Analysis
3. Comparative Analysis

Baselining

Baselining is the process of examining Web performance results over a period of time to determine the inherent patterns that exist in the measurement data. It is critical that this process occur over a minimum period of 14 days, as there are a number of key patterns that will only appear within a period at least that long.

Baselining also provides some idea of what normal performance of a Web site or Web business process is. While this will provide some insight into the what can be expected from the site, in isolation it provides only a tiny glimpse into the complexity of how fast a Web site should be.

Baselining can identify the slow pages in a business process, or identify objects that may be causing noticeable performance degradation, its inherent isolation from the rest of the world it exists is its biggest failing. Companies that rely only on the performance data from their own sites to provide the context of what is fast are left with a very narrow view of the real world.

Competitive Analysis

All companies have competition. There is always a firm or organization whose sole purpose is to carve a niche out of your base of customers. It flows both ways, as your firm is trying to do exactly the same thing to other firms.

When you consider the performance of your online presence, which is likely accounting for a large (and growing) component of your revenue, why would you leave the effects of poor Web site performance your competitive analysis? And how do you know how your site is fairing against the other firms you are competing against on a daily basis?

Competitive analysis has been a key component of the Web performance measurement field since it appeared in the mid-1990s. Firms want to understand how they are doing against other firms in the same competitive space. They need to know if their Web site is at a quantitative advantage or disadvantage with these other firms.

Web sites are almost always different in their presentation and design, but they all serve the same purpose: To convert visitors to buyers. Measuring this process in a structured way allows companies to cut through the differences that exist in design and presentation and cut directly to heart of the matter: Show me the money.

Competitive measurements allow you to determine where your firm is strong, where it is weak, and how it should prioritize its efforts to make it a better site that more effectively serves the needs of the customers, and the needs of the business.

Comparative Analysis

Most astute readers will be wondering how comparative analysis differs from competitive analysis. The differences are, in fact, fundamental to the way they are used. Where competitive analysis provides insight into the unique business challenges faced by a group of firms serving the needs of similar customers, comparative analysis forces your organization to look at performance more broadly.

Your customers and visitors do not just visit your site. I know this may come as a surprise, but it’s true. As a result, they carry with them very clear ideas of how fast a fast site is. And while your organization may have overcome many challenges to become the performance leader in your sector, you can only say that you understand the true meaning of performance once you have stepped outside your comfort zone and compared yourself to the true leaders in performance online.

On a daily basis, your customers compare your search functionality to firms who do nothing but provide search results to millions of people each day. They compare how long it takes to autheticate and get a personalized landing page on your site to the experiences they have at their bank, their favourite retailers. The compare the speed with which specific product pages load.

They may not do this consciously. But these consumers carry with them an expectation of performance, and they know when your site is or is not delivering it.

So, how do you define fast? Fast is what you make it. As a firm with a Web site that is serving the needs of customers or visitors, you have to be ready to accept that there are others out there who have solved many of the problems you may be facing. Broaden your perspective and put your site in the harsh light of these three spotlights, and your organization will be on its way to evolving its Web performance perspective.

Tags: bank, baseline, baselining, benchmarks, comparative analysis, competitive analysis, favourite retailers, likely accounting, online presence, poor Web site performance, search functionality, search results, Web business process, Web leaders, Web Performance, Web performance evolution, Web performance measurement, Web performance measurement field, Web performance perspective, Web performance professional, Web performance results