here it is

Jul. 29‘10

Contrary to what many spammers will have you believe, getting to be ranked well on search engines for any worthwhile search term is not a secret, nor is it magic. There is no quick “get to the top page” scheme. If you think there is, there are some pharmaceutical products that may be interesting in your inbox too…

It’s a fact that search engines do their best when they give visitors the best search results. This is why Google has so clearly dominated the search engine market—it simply provides the best results. As such, the goal for Search Engines Optimization is, stated simply, to provide the most relevant content.

Having said that, of course one should keep in mind that Google et al does not use browsers to see what is on your web pages. So, in order to find your pages, your site should be constructed in such a way that Google can find the content your website was optimized for. Mindspace applies over 15 technical code-based ways to ensure this is the case for each and every page on your website when SEO is applied.

Jul. 23‘10

A 10-year-old e-learning company’s main priority was focusing on their core business, and as a result, they grew to be an industry leader with over 100M in annual earnings. The company’s website, however, wasn’t the focus of their attention. Several attempts were made through the years to redo both the site’s design and its content, but those projects were abandoned again and again as being too complex to be worth the effort it required. According to Google, the site had well over 7,000 pages in late 2009—all of which were created manually by teams of different employees and contractors from the past decade. The company possessed no inventory of these pages, the site had only ten menu items and the website itself was still optimized for screens and browsers from 2000. Yet, the website was being visited by hundreds of thousands of visitors each month, either looking for support or product information. Internal motivation started to wane, and this is where Mindspace entered the picture.

Our Interactive team was charged with the task of updating the existing website design and content, as well as making it dynamic enough to be easily maintained and changed. After an initial interview and a two month period of research and assessment, Mindspace proposed new graphic design and the creation of a custom CMS (Content Management System) which would allow for ALL content to be editable by the content owners and creators. An inventory of all pages was also delivered, along with a plan for cleaning and migration—a large portion of which would be automated. A five month timeline was proposed, along with a budget range and a video for the home page to present the company’s significant differentiators.

Despite significant unanticipated setbacks like the server being two months delayed, more than 100% turnover on the client site web team and a significantly increased scope, the website was complete ten days early and within the budget range originally projected. The client even asked to have the launch pushed back a week since they didn’t expect how speedy our delivery would be.

Today, the custom CMS allows for complete customization of the entire website. Old pages are being redirected to the new website, and SEO has been incorporated into all pages. Calls to Action are dynamically driven by the page content and there are well over a dozen modules that allow for different content types. Pages or entire sections can be turned on and off and moved or renamed—all while not breaking any existing links. A page inventory is readily available anytime. Multiple versions of content can exist simultaneously, and content owners each have a customized dashboard that they can use to communicate with each other about any content. Last but not least, the site’s content is almost entirely maintained by the company’s web team, which, thanks to Mindspace, is now comprised of one person.

Footnote: Within four months of the website going live, the company was acquired in a friendly acquisition aimed at growing the business.

Jul. 21‘10

How does a Fortune 200 company get to be that big? Often times, acquisitions are involved. And, as it pertains to our real life example, multiple locations, methods, vehicles and best practices are all thrown together in the process, too.

There was a sincere attempt at combining the best practices of the multiple teams, but a lot of time was typically spent routing, formatting and distributing content (rather than creating it). This is where  Mindspace stepped in to help. Our Interactive team was asked to assist one of the business units in creating simple to use, flexible and extensible communication tools that were to be used by the company’s MarCom team members for channel communication.

Our solution included several components. First, we started with the push vehicle—a website. The website met the company’s current branding standards, was built to be updatable any time and required minimal to no training to edit. The control of the content was given to the content owners, and different levels of access were created to accommodate a content owner hierarchy (some were allowed to post, others allowed to approve and others were able to create new sections or edit user access). The writers were also introduced to site visitors, which added a personal touch to the website’s communication style. Additionally, the company’s 10,000+ subscribers received a newsletter that had overlapping relevant content with the website.

Upon launch, a special outreach campaign was used with direct mail components and prizes to promote these new tools. Participation climbed continuously over the two years it was in operation, and the client confirmed that the new site was easier to use and less work to maintain than their previous disparate combination of solutions. The new website was also significantly more consistent with the company’s branding efforts.

In order to measure effectiveness, metrics were also built in that allowed each department to see how often their articles were read.

After two years, the Mindspace team was asked to take the tools to Phase II and extend it to four other business units within the same company. This has since been accomplished with a similar minimal learning curve and customer response. A few new features were added, like tracking per article, password protected documents, image inclusion, two-way automated Twitter feeds, “green” flagging, multi-national support and more.

Our solution, dubbed “Advantage,” is now being used by over 200 content editors across six business units. It continues to be a successful channel marketing tool that allows for a large disparate team to communicate in a concise, consistent manner. By putting the control in the hands of the content owners, not a web team, communication time was significantly reduced and the MarCom team was able to spend their time communicating their marketing efforts instead of managing logistics.

Oct. 2‘09

I work at an amoeba-shaped table with glowing electrical sea anemones sprouting out at either end. Giant panes of etched glass provide the only geometry in contrast to the static waves that provide containment from the elements. Distant ceilings above the maze of exposed infrastructure reflects something trendy associated with ‘loft living’

– but I’m not sure what. If I squint my eyes and just listen, I might be deep in the engine room of an ocean liner. The occasional moan of the air conditioner provides the ship’s horn, and the eclectic collection of Southwest folk music offer the lamentations from the immigrants in steerage.

No, I’m not tripping, I’m at work!

If you’ve ever been to our offices, you likely have a memory etched and categorized into that same lobe of the brain that stores John Waters movies. ‘Unique’ doesn’t begin to describe the Mindspace HQ, and members of the desperate masses can take heart that not all workspace need be constructed of hostile angles.

Having spent most of my career confined to padded herculon cubicles (think padded walls,) I met my new daily digs with curiosity and intrigue.

It’s a strange environment, but in a good way. I think. No long-term data is available yet, but the imagineers who spawned this wonderful abstraction of business seem to have it right. At least it’s new scenery for this weary traveler of the corporate seas.

What are your office space demands?

Now that my mind has become greedy to new possibilities, I want more.

**The Below Are “Inside” Jokes for the Most Part, but are Funny Anyways**

Request #1: We need a roll-away roof to absorb vitamin-D and fresh air during the working hours. Nothing fuels creative hallucinations more than fresh Sonoran air laced with the airborne toxins and suspended particulates infamous to the Phoenix metro.

Request #2: I’d like a urinal installed in the Genie room. Ever since the local recreational drug users assumed control of our public lavatories for their commerce, I’ve been emasculated by Brent’s toilet rules. Think of the productivity gains, I might not even have to leave my chair!

Request #3: We need a conversation pit on the deck. Besides a place to sleep off an overdose of Richard’s coffee, a lime green or burnt orange vinyl couch (preferably with fold-out bed) would provide a petri dish for the exchange of ideas that commonly blow our clients’ minds.

Request #4: To riff on the oceanliner motif, we need a giant steering wheel mounted on the roof. Imagine Brent in a rain slicker driving his giant brain down Rural Rd. The thought gives me chills.

Request #5: If I can’t have a covered parking spot, I’ll settle for a company helicopter. It’s difficult to reconcile the unemployment numbers with the plug of vehicles that litter the former ‘freeway’ every day. Is everyone commuting to the unemployment office? A hovercraft would also be okay. We could give rides as another revenue stream.

Request #6: Can we turn the air conditioning off for Winter? I’d like to remove the long underwear for a few months. But I look forward to sifting the clearance racks for parkas next Spring!